After making Cadbury Bournvita a household name for 70 years in India, Mondelez India has now announced its foray into the growing adult health MFD (malt food drinks) segment with its new premium 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. The core benefit story for the brand is that the consumption of 2 cups of BV Women fulfils the RDA (Recommended Dietary allowance) of Calcium & Vitamin D for bone strength and of Iron & Folic acid to reduce fatigue for women, and it has no added sugar.
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.