Lotte India relaunching its flagship coffee toffee brand

Thirty two years after establishing popularity with the Coffee vs Toffee advertising proposition, the confectionary firm Lotte India Corporation is relaunching its flagship coffee toffee brand ‘Coffy Bite’.

Coffy Bite toffee has the highest recall in the company’s portfolio, which also comprises confectionary brands like Lacto King, Lotte Choco Pie and Lotte Eclairs.

Milan Wahi, Managing Director of Lotte India, said, “We expect Coffy Bite to be a significant contributor to our overall revenue which is 25% in the next three years from the current 15%.”

Lotte India has also launched a targeted nationwide marketing campaign for the coffee toffee’s comeback to stay relevant and increase its overall market share in the fast growing $1.5 billion Indian confectionary market.

Initially, four 30-second TV films will be aired in the southern states of Tamil Nadu, Andhra Pradesh, Karnataka and Telangana. Going forward, the campaign will be scaled up nationally in a phased manner.