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Chennai: Cadbury Perk, which has been a launch pad for many Bollywood stars, has just got a makeover. Cadbury India has replaced the existing Perk brand with a new Perk, which is fortified with glucose energy, is double in size compared to the original product and wears a smaller price tag.
The company believes the new Perk would not only create a new category but also will add at least 3% to 5% to the overall sales of the Rs 2,000-crore chocolate industry in India.
Said Anand Kripalu, president, Asia, and managing director of Cadbury India, “It took almost three years for us to introduce the new Perk with Glucose Energy backed with huge investments in R&D. The new launch will replace the existing Perk packs that are being sold at Rs 10 and Rs 5.” The Perk will come in twin-bar format with an eye catching graphic pack. The new Perk will be available in two pack sizes — 21 gm at Rs 5, and 7.5 gm for Rs 2. The company, which leads the chocolate category in India with a 70% share, will ensure the product takes advantage of the reach its distribution network offers and is bolstered by strong media and increased point of sale support, he added.
V Chandramouli, director, HR & strategy, said, “Targeted at the youth, it is a fun product that combines energy giving glucose with great taste.”
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