Munchee
To : CEO
From :
Suject: Munchee IMC plan for South East Asia
Date
Brief background on CBL (Munchee)
It was the visionary Mr Mineka Wickramasingha in 1960 who wanted to expand his family business from the chocolate market. It was at the same time that CARE looked at sources of nourishment for the poverty stricken. It was a substitute of a biscuit that Mr Wickramasinghe proposed looking to expand on those lines. At that time the market leaders were Maliban. They were the ones who were awarded the contract. Due to lack of space, CBL was first launched at Dehiwela in his own premises to produce a high protein biscuits for schools.
From this footing Munchee, has marched forward to capture 80% of the market of the local market. For over 40 years the brand has developed a certain nostalgia that is irreplaceable by any other brand. The taste is enjoyed young and old alike.
There vision is to become the number one biscuit in Asia.
Product portfolio
CBL now produces various food items which have become house hold names in Sri Lanka. CBL expansion is not only with biscuits to which consumers are more familiar, they also have chocolates under brand name ‘Ritzbury’ since 1990s. The other brands are Tiara and Lanka Soy. There are numerous subcategories under each product. There are jellies, soya base products, cereal products, herbal porridges, soups and much more.
Sub Categories under the Munchee brand
Sweet biscuits Crackers Puffs Savory Biscuits Cream Biscuits
Marie Cookies Assorted Herbal Wafers
These are premium and hand-moulded chocolates. They come in boxes and slabs. Can be as a coated biscuits or wafers or beans or candy bars. It is in different flavours, type, and size.
Sub Categories
Chocolate Coated Biscuits Chocolate Slabs Miniature
Caterers Range Chocolate Coated Beans Chocolate Coated Balls
Chocolate Coated Candy Bars
From :
Suject: Munchee IMC plan for South East Asia
Date
Brief background on CBL (Munchee)
It was the visionary Mr Mineka Wickramasingha in 1960 who wanted to expand his family business from the chocolate market. It was at the same time that CARE looked at sources of nourishment for the poverty stricken. It was a substitute of a biscuit that Mr Wickramasinghe proposed looking to expand on those lines. At that time the market leaders were Maliban. They were the ones who were awarded the contract. Due to lack of space, CBL was first launched at Dehiwela in his own premises to produce a high protein biscuits for schools.
From this footing Munchee, has marched forward to capture 80% of the market of the local market. For over 40 years the brand has developed a certain nostalgia that is irreplaceable by any other brand. The taste is enjoyed young and old alike.
There vision is to become the number one biscuit in Asia.
Product portfolio
CBL now produces various food items which have become house hold names in Sri Lanka. CBL expansion is not only with biscuits to which consumers are more familiar, they also have chocolates under brand name ‘Ritzbury’ since 1990s. The other brands are Tiara and Lanka Soy. There are numerous subcategories under each product. There are jellies, soya base products, cereal products, herbal porridges, soups and much more.
Sub Categories under the Munchee brand
Sweet biscuits Crackers Puffs Savory Biscuits Cream Biscuits
Marie Cookies Assorted Herbal Wafers
These are premium and hand-moulded chocolates. They come in boxes and slabs. Can be as a coated biscuits or wafers or beans or candy bars. It is in different flavours, type, and size.
Sub Categories
Chocolate Coated Biscuits Chocolate Slabs Miniature
Caterers Range Chocolate Coated Beans Chocolate Coated Balls
Chocolate Coated Candy Bars