Munchee continues to shine as a leader in innovation
Ceylon Biscuits Limited (CBL), the innovator of many new taste experiences for Sri Lankan consumers recently announced the launch of Munchee BeeCee, the latest addition to their innovative portfolio of biscuit products.
Munchee BeeCee is a unique product with a creamy buttery taste mixed with desiccated coconut. It would melt in your mouth as you bite in to it. The texture of the biscuit is puffy and soft and it’s perfectly baked until it is golden brown.
CBL has earned a long standing reputation as an innovator of new taste experiences to the Sri Lankan market. The company manufactures a wide range of biscuits, some of which are exclusive innovations. The bold approach to innovation is the key success factor of Munchee. The R&D teams and marketing teams work in collaboration to continually introduce unique products to its portfolio. This synergy is the core strength of the company and clearly differentiates Munchee from its competition.
Nandana Wickramage, Group Director and Head of Marketing and Sales pointed out, “We believe in providing innovative products to the market. The incubation of a new product is far more complex than thought it seems, and includes extensive consumer research and R& D to identify the pulse of the consumer and the feasibility of new products. We are bold to seize any opportunity and never will compromise on quality. We have experienced in the past that the new market opportunities we create, are quickly embraced by others. We firmly believe that everyone should have an equal opportunity in new markets; but it’s important that the consumer benefits from high quality products that compete on an equal footing. In our industry segments, if a consumer is dissatisfied with an inferior quality product, it leads to shrinkage of the entire market and everyone loses.”
Among the flagship products in Munchee’s portfolio are Hawaian Cookies, Cheese Buttons and Milk Short Cakes, which are childhood favourites of many Sri Lankans. Another successful innovation has been ‘ Munchee Tifin’ – a savoury light and crispy biscuit which was a new taste experience for Sri Lankans.
Munchee also took a bold decision to position its Cream Cracker as a ‘ Super Cream Cracker’, a vitamin enriched cracker with a unique taste and texture which stood apart from the generic platform of being a biscuit for adults and convalescents. Its launch with a massive media burst resulted in Munchee becoming the dominant player in that segment.
‘ Munchee Lemon Puff ’ and ‘ Munchee Ginger’ are among the innovative reformulations to match the local consumer preferences; this insight driven approach has helped these biscuits has secure market leadership position in their respective categories today.
A more recent introduction that revolutionised the biscuit space was ‘Munchee Kome Rice Cracker’, a rice-flour based cracker which required a large capital infusion into specialized state of art machinery. The backward integration programme of the company has resulted in Munchee Kome being produced entirely with 100% locally manufactured rice floor sourcing under company’s backward integration programme. The unique product thus promotes a healthy lifestyle and ensures the well being of local farmer community.