Munchee consolidates popularity amongst youth

Friday, 18 March 2011 00:48 - - {{hitsCtrl.values.hits}}

Munchee continuing with its victorious trend emerged winners at the People’s Awards conducted this week, in Colombo. The people’s voice has superseded again and their most favourite brand Munchee has emerged as the SLIM-Nielson People’s Youth Food Brand of the Year for 2011 and the joint winner of the People’s FMCG Brand of the Year.

According to consecutive market research surveys conducted during the past few years by AC Nielson, Munchee has been identified as the undisputed market leader with a majority market share of around 60% in its category. Munchee’s brand width includes sub-categories such as crackers, cookies, cream biscuits, wafers, assorted biscuits, Marie, etc., boasts of the most complete portfolio of biscuits in the country.

Nandana Wickramage, Group Director/Head of Sales and Marketing, CBL receiving the award from Tilan Wijeyesekera, Vice President – SLIM and the victorious CBL team with their awards

An elated Asst. General Manager – Marketing (Munchee), Theja Peiris said: “Munchee continuously aspires to deliver a new taste and flavour to its discerning customers and this is the result of positioning the customer as the pivotal focus of our business. Nowadays customers are very inquiring and sustaining their loyalty is a task by itself. As a result of understanding and catering to their ever changing demands, while maintaining the intrinsic quality of the brand, I believe Munchee has been honoured by the people with these awards.”

Theja also extended her heartfelt appreciation to Munchee’s devoted customers for embracing the brand so affectionately and promised to exceed their expectations in years to come.

Apart from having the highest market share for its category in the country, Munchee is also the largest exporter of biscuits in Sri Lanka with a continuous YOY growth in exports during the past decade. Munchee’s legendary ‘Cream Cracker’ is exported to more than 45 countries across the globe.

Nandana Wickramage, Group Director and Head of Sales & Marketing for CBL said: “Our economy is now more open than ever and the Sri Lankan brandscape is going through an interesting phase with a healthy mix of popular international brands competing with home-grown brands for the heart-share of 20 million people and in this context the choice of the people stands as the ultimate deciding factor of a brand’s stability and preference in the market.”

Munchee has been bequeathed with many glamorous awards and accolades, both locally and globally during the past few months. Munchee won a prestigious award for the best FMCG brand during the 2010 World Brand Congress held in Mumbai, competing against many renowned global brands. In Addition Munchee also won the award for the Best Brand of the Year for the fourth time at 2010 Sri Lanka Institute of Marketing’s annual SLIM Brand Excellence award ceremony.