BUSINESS

Hershey forays into premium biscuit category; launches Sofit protein cookies

 

These cookies will be available in distinct ranges such as natural cocoa with flax seeds, mango with real almond bits, and raisins with flax seeds

Hershey India, a part of The Hershey Company, will be expanding its snacking portfolio by entering into the premium, ‘Better For You’ segment in the biscuit category with the launch of Sofit Protein Cookies.

These cookies will be available in distinct ranges such as natural cocoa with flax seeds, mango with real almond bits, and raisins with flax seeds.

The product was unveiled by brand ambassador John Abraham at an event held in Mumbai.

India is the global company’s first market for ‘Better For You’ cookies.

Sofit Protein Cookies will be available in modern trade, large general trade stores and e-commerce in the large cities in the country.

The cookies will be sold at Rs 45 for the 100-gram small pack and Rs 65 for the 150-gram take-home pack.

Commenting on the Hershey India’s foray in to the new category, Herjit Bhalla, Managing Director, Hershey India said, “Bringing a unique and consumer-relevant product such as a cookie with the goodness of protein in to this $2.8 billion biscuit category, is a perfect next step for the Sofit brand.”

The Hershey Company had acquired Sofit, a soy milk beverage in India, from Godrej in 2012.

Bhalla also said that India is a critical part of The Hershey Company’s international business and is one of its focus on international markets.

Hershey India is focusing on brands like Hershey’s and Sofit to enter and build relevance across different snacking occasion in the country.

“Hershey India’s strategic intent is to drive strong future growth on Sofit by building a Better for You snacking portfolio that spans different categories,” Bhalla said.

Sofit brand has become a market leader in the soya milk category in the country. In the last decade, Hershey India has grown the brand by an estimated CAGR of 20 percent.

The journey of Hershey’s brand in India started a decade ago with the introduction of Hershey’s Chocolate Syrup and Sofit milk. Hershey had introduced its first chocolate brand ‘Brookside’ in India in November 2016.

Hershey India launched its iconic ‘Hershey’s Kisses’  brand in India on October 17.

It has five big brands in its portfolio, besides the flagship Hershey’s — Kisses, Reese’s, Jolly Rancher and Ice Breakers. Of these, Hershey’s syrups, spreads, Brookside chocolate, and milkshakes, as well as Jolly Rancher lollipops, are already in India.

The Pennsylvania-headquartered company has over 80 brands including brand names such as Hershey’s Reese, Kit Kat, Jolly Rancher, Ice-Brakers and SkinnyPop around the world that drive more than $7.5 billion in annual revenues.

 

 

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