The US headquartered chocolate and confectionery company Hershey plans to enter the premium biscuit market with the launch of Sofit .

To be fully made from its Hyderabad facility, Sofit biscuits will pave the way for Hershey’s entery into highly competitive snacking category in the country. The launch of new product is part of Harshey’s plan to invest $50 million in India

Herjit Bhalla, Managing Director, Hershey India, said a lot more action and activities focusing on both Hershey’s Kisses and the newly-launched Sofit Protein Cookies can be expected this year.

The new range of cookies targets working adults in metro cities who want a healthier snack, and would be devoid of maida and trans fat. “Sofit Protein Cookies, which sells in the premium category of biscuits, is 25 per cent lower on sugar and composed of protein, Omega-3, fibre and vitamins,” said Bhalla.

“The biscuit market estimated at $2.8 billion in urban India is growing at about 10 per cent per annum, while the premium biscuit market pegged at $800 million is growing much faster at about 17 per cent,” said Bhalla.

He added that to win in the competitive market like India, he added one needs to “really offer unique and differentiated, good quality products at a value.”

While Hershey’s “focus brands” have been growing at nearly 50 per cent, the Sofit has logged a growth of 20 per cent per annum since Hershey’s entered India in 2007, Bhalla added.

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