Dr. Oetker Launches Vitalis, India’s First 100% Crunchy Muesli

New Delhi, September 21st, 2011: Dr. Oetker, one of the most trusted purveyors-of European cuisine, with international presence in more than 50 countries, has-recently launched Germany’s No.1 Muesli Brand, “Vitalis” in 4 Crunchy variants
- Raisins Honey, Chocolate Granola, Honey and Cornflakes & Oats, directly
imported from Germany. Vitalis Muesli is attractively packaged and priced at INR
189/- for 375g and has a shelf life of 13 months. It is available in select leading
retail chains, local and neighborhood stores of 7 key metros namely Delhi NCR, Mumbai, Pune, Kolkata,Chennai, Hyderabad and Bangalore.
Dr. Oetker Vitalis Muesli was launched by renowned Bollywood actor Giselli Monteiro along with Mr. Oliver Mirza,Managing Director, Dr. Oetker India, at a lively breakfast session in Delhi, today. Launching the range, Giselli
Monteiro said, “In the beginning of my career, I have worked across Europe and especially Germany. Given this,there is nothing better I love than starting my day with a bowl of this crunchy, yummy muesli. Also, due to my
hectic work schedule, muesli comes handy as a convenient and healthy breakfast option. I am delighted that Dr.Oetker Vitalis Muesli from Germany is now available here in India and I can look forward to “complete breakfast
pleasure”.”
Speaking at the launch of Vitalis Muesli, Mr. Oliver Mirza, Managing Director, Dr. Oetker India said, “The Indian-breakfast market has evolved considerably in the past few years. In today’s fast paced urban lifestyle, consumers
seek convenience, taste as well as nourishing goodness from their breakfast. Hence, traditional breakfast options-are slowly moving towards the weekend menu. With lives getting hectic day by day, in particularly in the morning
people are short on time and energy. As breakfast is considered the most important meal of the day, today it is_expected to be convenient, yet healthy and tasty. We aim to bridge this gap today, ensuring the breakfast-remains exciting, full of nutrition and keeps them energized throughout the day.”
Mr. Mirza further added, “With the launch of Vitalis Muesli we are confident that we will be able to further-reinforce our brand positioning as one of the most trusted purveyors of European cuisine. In Europe we have built
this sub-category of 100% Crunchy Muesli over years and have been able to garner a huge piemaking us the_market leaders with a share of 22.1%*. Vitalis has gained No. 1 position in several European countries like
Germany, Austria, Croatia and Romania in the crunchy muesli sub category. In India, we are convinced we will
create a new category of 100% Crunchy Muesli, driven by new consumer baseand facilitate the breakfast cereal
market growth. The success of Vitalis will certainly provide the impetus to launch our other international
products in the years to come.”
Initially, muesli was developed around 1900 by the physician, Maximilian Bircher-Benner for patients in his
hospital, where a diet rich in fresh fruit and vegetables was an essential part of therapy. Muesli in its modern
form became popular and commercialized in European countries in the late 60s, leading to the invention of
Vitalis Crunchy Muesli by Dr. Oetker in 1984, which had the goodness of nutrition and the pleasure of crunch.
Dr.Oetker Vitalis Muesli is made in and directly imported from Germany. It has a perfect balance of wholegrain,
protein, iron and vitamins, which makes for a nourishing breakfast. The 100% crunchiness of Vitalis is a result of a