Milka, the famous milk chocolate tablets producer, very recognizable thanks to its purple cow, launches a new range of products in the biscuits & cakes segment.
Their diferencitaion strategy is declined in 5 references : 2 biscuits (Milka Choco Moooo and Milka Choco Supreme) and 3 cakes (Milka Cake & Choc, Milka Choco Twist and Milka Choco Tutti).
The brand Milka belongs to the group Kraft Foods. So we can wonder if this strategy doesn't lead to a risk of canibalization with LU products like "Petit Ecolier" also based on the mix of milk chocolate and crispy biscuit.
But whatever happens for Kraft Foods' brands, Bonne Maman and BN will have to face a serious competitor.
And you, have you already bought one of their new biscuits? What is your opinion?
Hi Maud!
ReplyDeleteWith this range expansion, it is clear that Lu wants to adapt its strategy to the new or existing consumers' needs. The brand diversifies, but I personnaly think that their biscuit Choco Moooo reminds me the biscuit Z'animo of Cadburry, and aslo to the Dinausorus of Lu...
Let's see which animal children will prefer eating!