India’s leading biscuit producer forays into better-for-you indulgent breakfast cereals category

17-Sep-2021 - Last updated on 17-Sep-2021 at 12:48 GMT

Parle Products's Hide & Seek brand has a new healthier breakfast offering. Pic: Parle Products

Parle Products has extended its popular Hide & Seek brand with a breakfast cereal designed to provide an affordable and energising get-up-an-go breakfast for all age groups.

The biscuit giant said the new offering builds on the legacy of its Platina brand, which brings an exciting mix of healthy and indulgent offerings into the newly launched segment. It is hoping to disrupt the breakfast playing field in India with a line of affordable breakfast cereals that don’t compromise on health or taste.

According to Parle’s senior category head Krishnarao Buddha, Hike & Seek Fills will be targeted to capitalise on white spaces in the kids’ snacking market with its 50% premium chocolate filling to satisfy hunger pangs, serve as an immediate breakfast, and provide a quick and guilt-free snack.

The Fills also continues the renowned rich chocolaty experience established by the brand with its iconic Chocolate Chip Cookies, launched in 1996, a first-of-its-kind in India at the time.

‘Fresh perception of our values’

“Our understanding indicated that a lot of people prefer breakfast cereals as healthy options for themselves and their kids,” said Krishnarao Buddha, Parle’s senior category head.

“By extending Parle’s portfolio, our goal is to provide consumers with choices on quick and healthy breakfast.

“Our entry into the niche breakfast cereal industry will give a fresh perception of the values and character represented by the Parle Products name.

“The new product Hide & Seek Fills’ crispy and melt-in-your-mouth experience will incite a luxurious experience and we are confident that consumers will love to have ‘Hide & Seek Fills’ as their preferred breakfast option.

“As a purposive approach with this launch, we intend to expand our reach and showcase continued commitment towards our customers.”

Earlier, in June this year, Parle Products which has one of the highest reaches in terms of distribution at about 8 million outlets, had entered the Aata (flour) segment.

Earlier this year, Parle also forayed into the packaged flour segment with the launch of Parle G Chakki Atta to capitalise on the trajectory of the home baking trend – a craze adopted by consumers around the world since the outbreak of the pandemic.

Hide & Seek Fills will be rolled out across Parle’s extensive distribution network of about eight million outlets across the country, with an RRP of Rs 10 per pack.