Mondelez plans to step up play in premium products

Firm to add new products under 5Star, other brands

The country’s largest chocolate maker Mondelez appears to be taking a leaf out of the marketing manual of rival Hindustan Unilever (HUL) when it comes to premiumisation. Much like the latter, which has launched high-end products across its portfolio, Mondelez is doing the same.

The chocolate major, which has nearly 65-66 per cent of the Rs 8,500-crore domestic market, will soon launch a premium product under 5Star, its mid-market brand. This launch will be followed by more such across the portfolio in the new year. The move comes at a time when the premium end of the chocolate market is growing