Parle Happy Happy to take chocolate-chip cookie in low-cost market

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Parle Products, one of the largest biscuit and confectionary manufacturers in India, has entered the low-cost choco-chip cookie market with the launch of Happy Happy. The product will be available at price points of Rs 5 (45 gm) and Rs 10 (85 gm), at half the price of Hide & Seek, a premium chocolate-chip cookie offering from the company.

Commenting on the launch of Happy Happy, Shalin Desai, Group Brand Manager, Parle Products said, “Being the largest player in the industry, it is important for us to have a presence across all categories of biscuits. The premium and low cost choco-chip cookie segment is growing rapidly and with the launch of Happy Happy we would like to strengthen our presence in the mass segment. Our premium brand in the same category Hide & Seek has done exceptionally well since its launch and I am sure we will be able achieve the same for Happy Happy in coming days.”

Parle has since long been in the market of making indulgence biscuits with products like Hide & Seek, Milano and Bourbon. According to the company, the low cost choco-chip cookie category in India is growing in surplus of 15-20 per cent, as compared to the regular glucose biscuit category. The current biscuit market in India is of nearly Rs. 12,000 crore.

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Neeta Nair

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