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NEW LAUNCHES

Cadbury Dairy Milk widens choice with a new bar having 30 % less sugar
Tuesday, 11 June, 2019, 12 : 00 PM [IST]
Our Bureau, Mumbai
FnbNews Cadbury Dairy Milk will now be available in a new bar with 30% less sugar, offering consumers greater choice and the taste. Cadbury Dairy Milk 30% Less Sugar, will have no added artificial sweeteners, and will sit alongside the existing portfolio of the company’s products on shelves.

Deepak Iyer, president, Mondelez India, said, “We are delighted to be launching this product in India, given the love and following Cadbury Dairy Milk has in our country. This is the most significant innovation in the brand’s history in India. As we continue to define the taste of chocolate, we understand our consumers, and are conscious of our commitments to them. Cadbury Dairy Milk 30% Less Sugar is another very special innovation that will provide our Cadbury Dairy Milk fans with a less sugar option without compromising on our world-renowned taste and quality. We expect this innovation to strengthen our portfolio as it will complement our other much-loved brands, including core Cadbury Dairy Milk.”

Anil Viswanathan, director, marketing (chocolates), Mondelez India, said, “We understand our brands play a special role in people’s lives. Increasingly consumers want products that reflect their lifestyle and we have always been at the forefront in creating unique products and platforms to address this need. Cadbury Dairy Milk 30% Less Sugar is a product with no added artificial sweeteners, colours or preservatives. It is created to ensure the right texture and taste of the original Cadbury Dairy Milk bar to keep the consumer eat experience the same. Throughout this project we have had a strong sense of duty to create a product that retains what makes Cadbury Dairy Milk so special for millions of Indian consumers. Our brand proposition will focus on ‘Wahi Swaad, Wahi Mithaas’.”

The new product has been in development for almost two years with a dedicated team of scientists, nutritionists and chocolatiers at the company’s research and development facilities in India and the UK. The team has been working to find a way to achieve the much-loved taste whilst delivering 30% less sugar with no added artificial sweeteners, colours or preservatives.

The new product will be priced at Rs 50 for 43 gm, and will be retailed across modern trade, traditional trade and e-commerce platforms by mid-June. The launch will be supported by a high impact digital-led campaign.
 
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