 "Parle see 10% market share growth with Tom & Jerry biscuits"){kind=logo}
Mumbai: Parle Products, which has test launched a range of milky cream biscuits embossed with popular cartoon characters Tom & Jerry, expects to corner an additional 10 percent of this segment over the next two years.
 Currently the milky biscuits market is dominated by Britannia with 30 percent market share, while Parle enjoys around 22.5 percent of the market pie.
The new product was launched in the southern market in mid-October after the city-based company entered into a licensing agreement with Dream Theatre, the Mumbai-based local merchandising partners of the Warner Bros Consumer Products. The alliance with Warner Bros is for two years, Parle assistant marketing manager Mayank Shah told PTI.
“We are targeting an additional 10 percent market share of the cream biscuits market with the Tom & Jerry embossed Milk Shakti and Milky Cream brands over the next two years. Our current market share in the cream biscuits segment is around 22.5 percent,” Shah said.
These are special edition products and the national roll-out will happen over the next two months, he said.
On the reason for such a tie-up with Tom & Jerry, Shah said it was because of the popularity of these iconic characters among kids, who are the primary target audience of the cookies.
The premium cream biscuits category is worth Rs 1,500 crore, while the cream category is around Rs 5,000 crore, Shah said.
In the overall biscuits market of Rs 21,200 crore, Parle enjoys a whopping 32 percent, making it the undisputed market leader.
Impact Shorts
More ShortsThe cream segment is where growth is seen at 25 percent, while the overall market is expanding at around 10 percent.
PTI
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