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| Sunday, 30 October 2005 |
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Munchee wins Product Brand of the year for fourth time Ceylon Biscuits Limited (CBL) won the prestigious product brand of the year for the Brand "Munchee Super cream Cracker" at the Brand Excellence awards ceremony 2005, which was held recently. Ceylon Biscuits entered the finals this time too with three of its Brands being short-listed to win the coveted gold award for the product Brand of the year. "Having won the prestigious award three years in a row the opinion of many was that we should not enter for the competition this time. But the SLIM Brand Excellence awards is too good a competition to stay off", said Nandana Wickramage, Director, Marketing and Sales of Ceylon Biscuits. "It's not a matter of winning or loosing - our participation was essential. Sri Lankan companies must support competitions of this kind as recognitions of excellence is a must for improvement". "The entry criteria itself compels us to evaluate our brand performance and gives us more insights to the brand. However, the decision of entering this time did not disappoint the CBL Team as we again won the Gold Award for the fourth time in a row", he said. "Munchee Super Cream Cracker has grown from a 20% market to 58% market share within three years. In addition to the product being superior to the competitors our marketing strategies to educate, persuade consumer purchase and activate brand switching has really been successful. Our sales volumes of Munchee Super Cream Cracker had increased by 723% During the past three years" since its re-launch, said Ms Theja Peiris, the Brand Custodian of Munchee who was awarded the Brand Champion award for Product Brand of the year. The Munchee brand today enjoys over 60% market share in the local biscuit market and also has made inroads to over 36 countries. Ceylon Biscuits limited the manufacturer and marketer of Munchee biscuits, Ritzbury Chocolates, Lankasoy Soya based food products, Tiara layer Cakes and Swiss rolls and fruit based products under the brand name Cecil strongly contribute to develop Sri Lanka's food industry through its investments in to state of the art production facility and innovative product lines. The Brand Cecil, which entered the competition for the first time under the management of CBL, emerged as a strong contender for the international brand of the year and was awarded a certificate of merit. Wickramage said "The aim of Ceylon Biscuits is to be a dominant player in the international marketing arena competing neck to neck with other multinational giants. We are fast going towards it," he said. |
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