According to reports, the biscuit and cookies industry in India is growing at a CAGR of 10% for the last three years. Seeing the increased demand, the leading FMCG player, the Bonn Group of Industries, is not left behind in expanding their biscuit portfolio. Recently under their premium Americana range, they have unveiled cracker biscuits in three flavors – Mexican Veggie Cracker, Multigrain Cracker, and Cheese Cracker – in the states of Haryana, Punjab, and Delhi NCR.
Crackers, known for their crunchy texture, are the most popular flavor among youngsters. Moreover, India is considered a potentially huge FMCG market because nearly 50% of its population is under the age of 25 years, according to reports. Gifting and celebratory occasions are a popular trend among consumption favoring online-glued millennial generations. Premium biscuits are the ideal gift for people in this age group, and Bonn’s top-shelf Americana range is poised at just the right spot in the market to take advantage.
Commenting on this newly launched range, Amrinder Singh, director, Bonn Group of Industries, says, “The addition of three popular flavors to our product portfolio is one more step in the direction of increasing our sales revenue to Rs 1000 crore by 2021. It will also help us gain increased penetration in the high biscuit consuming states of Punjab, Haryana & Delhi NCR. Biscuits are the second of our core business products, which we intend to expand with greater value-for-money and innovative output incrementally. This business will facilitate Bonn’s strategic expansion while assuring the brand remains sustainable in the long run.”
The Americana crackers Mexican Veggie Cracker, Multigrain Cracker, and Cheese cracker are available in three different packs – 120 grams, 66 grams, and 90 grams packs at a price range of Rs 25, Rs 10 and Rs 10 respectively.
According to the press statement, to give the cracker biscuits a Mexican theme, the Americana Mexican Veggie Cracker is loaded with vegetable, herbs, and Mexican flavored spices. While Americana Multigrain Crackers are made up of Black Til, sunflower seeds, and linseed, which is not only good for health, also a feast for your taste buds. In addition, as the name suggests, Americana Cheese Cracker is loaded with cheese.
Unlike bread and other bakery products, biscuits in India are popular both in urban and rural demographics, with proportions of those consuming them going up to 94% and 83%, respectively. Increasing disposable income, changing lifestyles, growth in organized retail, and increasing consumption of processed and packaged food are the main drivers of the industry. The FMCG sector as a whole is the fourth largest sector in the Indian economy. It provides employment to around 3 million people accounting for approximately 5% of the total factory employment in India.
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Naresh Khanna – 10 February 2025
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