Mondelez India Launches Bournvita For Women
The company expands into the adult malt food drinks segment, rolls out a new campaign with a powerful benefit story focused on “Strong Bones, Reduced Fatigue”
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Mondelez India today announced its foray into the growing adult health MFD (malt food drinks) segment with its new innovation - Bournvita for Women. This made-in-India innovation has been created to address the needs of the health conscious modern Indian woman and is fortified with essential nutrients.
Inderpreet Singh, Associate Director – Marketing, Mondelez India, said, “Hectic schedules, fast-paced lifestyles often result in women missing out on meeting their daily nutritional requirements. At the same time, modern-day women are increasingly becoming more aware of issues surrounding health and wellness.
He added, "As a brand, Bournvita has always focused on the proposition of bringing out the inner strength, and withBournvita for Women, we are extending the same philosophy to new-age women by providing specialized nutrition with no added sugar. Focusing on our benefit story, our communication will highlight howBournvita for Women will help a woman fulfil her day’s nutritional needs related to strong bones and reduction of fatigue. We are very excited about Bournvita for Women’s journey in India.”
The launch of Bournvita for Women is aligned with the company’s plans to constantly innovate to meet the evolving needs of consumers as they move towards healthier lifestyles. Bournvita for Women highlights the company’s commitment to improving the nutrition and ingredient profile of its brands as changing lifestyles & raising awareness around Health and Wellness continue to influence consumer food choices.
The product launch will be supported by a high decibel integrated marketing campaign and a disruptive visibility strategy in modern and traditional trade stores. Bournvita for Women is available across all major urban and rural retailers from September 2018.