Cadbury rolls out modified version of Clorets in India

The launch comes as Cadbury attempts to fill the gap left by Chiclets, a brand taken off the market some years ago.

Bharat Puri, managing director, Cadbury India, said the launch has been backed by a strong sales and distribution set-up. "The local groceries and mom-and-pop stores have been targeted for visibility," said Puri, adding that the generic nature of the name enables it to be used in any communication. Apart from mainstream advertising, promotions also include placing Bilkul in tiffin boxes carried by the famous dabbawalas (tiffin-carriers) of Mumbai.

The launch of Bilkul also marks the company's thrust in the confectionery segment after Cadbury acquired the Adam's brand from Pfizer in 2002 for US$4.2 billion. This brought Halls, Clorets mouth freshener, Chiclets, Dentyne chewing gum and Bubblicious bubble gum into its fold. While Halls has been launched in India with new packaging and promotions, Puri said Chiclets has also been lined up for a possible relaunch in India.