Twitter
Advertisement

Co-branding just got a bit more sweet

Cadbury India is tying up with coffee retail chain Café Coffee Day (CCD) to offer the experience of chocolate combined with coffee.

Latest News
article-main
FacebookTwitterWhatsappLinkedin

KOLKATA: Cadbury India is tying up with coffee retail chain Café Coffee Day (CCD) to offer the experience of chocolate combined with coffee.

It could be Cunchy Perk or Caramely 5 Star, but the brand name has not yet been finalised yet.

For CCD, the tie-up is of huge significance, said Sudipta Sengupta, senior general manager, marketing, Cafe Coffee Day. “We were looking at launching a new category — chocolate drinks - and the tie-up with Cadbury fits the bill since the company is synonymous with chocolates. Introduction of a new category in a coffee chain menu happens only occasionally and involves a great deal of research. Take, for instance, cappuccino, espresso or mocha …. these have been around for centuries.”

A Cadbury India spokesperson indicated that this is the first time such an association is being forged. Subsequently, there could be a possibility of widening the scope of the co-branding tie-up —  by adding new products if things looked successful. Added Sengupta: “Maybe in a year’s time we will explore Cadbury’s other chocolate brands.”

CCD, however, not is tying up for co-branded drinks for the first time. Previous experiences include short-term tie-ups with Rasna and Dabur Real fruit juice for launching seasonal drinks.

Said an FMCG analyst: “Cadbury has found a ready teenage platform. CCD, in its turn, will be able to explore a new area.”

This national co-branding initiative will offer two new products initially and that will be a combination of chocolate blended with sweetened milk cream, coffee and chocolate sauce. The drinks will hit the shelves from November this year across 225 cafes.

While Cadbury will supply chocolates in bar forms, CCD will evolve the recipe using coffee and other raw materials. While CCD will pay Cadbury a bulk rate fee per unit, on its turn, it will charge Cadbury a branding fee for promoting the two brands.

But will a price point of Rs 70 be a bit stiff for teenage pockets? Sengupta brushes aside doubts, saying: “Volumes will be a factor of taste and price but Rs 70 will be lower than the price points of most mocktails.”

Find your daily dose of news & explainers in your WhatsApp. Stay updated, Stay informed-  Follow DNA on WhatsApp.
Advertisement

Live tv

Advertisement
Advertisement