Would Mondelez branch out into plant-based products in India?
Publication date: 22 September 2022
Issue publication date: 21 November 2022
Abstract
Research methodology
Prepared based on Secondary Sources of Published Information.
Case overview/synopsis
Mondelez International launched Cadbury Plant Bar in UK in 2021. It was a plant-based chocolate made using almond milk as a substitute to the conventional product to target vegan consumers. The Indian subsidiary of Mondelez International, always known for its various dairy-based products, had many sub-brands in chocolates and related categories, which were targeted at children and adults effectively. Though the company had been the market leader for about 60 years, it was yet to plan for the launch of any vegan products in the country. However, there were several new marketers who had proactively launched their respective vegan products in India, whereas large companies like Mondelez were shying away from plunging into this game. This case explores the market available for Cadbury Plant Bar in India and whether Mondelez can introduce a similar version in India.
Complexity academic level
The case is suitable for use in the Marketing Management course of MBA programmes. It can also be used in elective courses related to Brand Management and Integrated Marketing Communication.
Keywords
Acknowledgements
Disclaimer. This case is intended to be used as the basis for class discussion rather than to illustrate either effective or ineffective handling of a management situation. The case was compiled from published sources.
Citation
K.R., S. (2022), "Would Mondelez branch out into plant-based products in India?", , Vol. 18 No. 6, pp. 1016-1036. https://doi.org/10.1108/TCJ-01-2022-0006
Publisher
:Emerald Publishing Limited
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