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 entry into the highly competitive snacking category in the country. The launch of its new product is a part of Harshey’s plan to invest $50 million in India.

Herjit Bhalla, Managing Director, Hershey India, said more activities focussing 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, which will 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.

He added that in order to win in a competitive market like India, one needs to “ 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 entered India in 2007, he added.

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