Thursday, March 21, 2019


ITC, Barry Callebaut launch Fabelle’s Ruby Gianduja chocolate in Mumbai
Friday, 02 November, 2018, 08 : 00 AM [IST]
Our Bureau, Mumbai
Fabelle, the home grown luxury chocolate brand from ITC Ltd, acclaimed  for creating  unparalled chocolate experiences in India, unveiled the country’s first-ever Ruby Chocolate in the form of Fabelle’s Ruby Gianduja in Mumbai in collaboration with celebrity chef Sarah Todd and Barry Callebaut, the world’s leading manufacturer of application chocolates and cocoa products.

ITC Ltd partnered with Barry Callebaut to source the exotic ruby chocolate to craft Fabelle’s Ruby Gianduja. Ruby Chocolate became an immediate global sensation after it was launched in Shanghai, China, and caught the admiration of chocolate connoisseurs across the world.

In line with Fabelle’s ethos of creating inimitable chocolate experiences, Fabelle is launching Ruby Gianduja as a one-of-its-kind limited edition offering, which is set to redefine the Indian chocolate palette ahead of the Diwali festive season.

Given its popularity, Fabelle decided to launch Ruby Chocolate in the form of Ruby Gianduja, which is made from a delicate balance of Ruby Chocolate and hazelnut paste.

Fabelle's Ruby Gianduja is handcrafted by expert workmen in ITC’s state-of-the-art manufacturing factory in Bengaluru and is individually wrapped in specially-designed ruby-coloured tin boxes which exude a regal panache. The limited edition box of 12 cubes of Ruby Gianduja is priced at Rs 1,295.

Fabelle was launched to redefine the Indian chocolate segment by offering Indian consumer experiences that are beyond ordinary. Each Fabelle chocolate enlivens an exquisite alchemy of chocolate and exotic ingredients.

For example, the latest Fabelle Dessert Collection, are truffles inspired by the nuanced taste and texture of all-time favourite desserts like Crème Brulee, Tiramisu, Banoffee Pie, Strawberry Cheesecake and Lemon Meringue.

With the launch of Ruby Gianduja, the brand intends to strengthen its position as an expert chocolatier – a pioneer that offers the most unique and world-class chocolate experiences to Indian consumers.

Expressing his delight at the launch, Hemant Malik, divisional chief executive, foods, ITC Ltd, said, “Fabelle was launched in India with the mission to redefine the chocolate segment in the country and I am extremely happy that the brand has already received unparalleled patronage from discerning customers.”

“It is a proud moment for Fabelle Chocolates as we introduce the very first Ruby Chocolates to the Indian chocolate connoisseurs. It has been our continuous endeavour to provide unique chocolate experiences to the Indian consumers and today’s launch is a firm step in that direction,” he added.

Malik said, “It is said that milk chocolates with nuts appeals the most to Indian chocolate aficionados and our Gianduja is made of rich milk chocolate and Ivory Coast cocoa with Turkish hazelnuts, making it one of our best-selling creations. Thus, we have recreated Gianduja with the infusion of Ruby Chocolates to render another extraordinary experience to Indian consumers.”

Sharing his thoughts on Fabelle’s latest creation Ben De Schryver, president, Asia Pacific, Barry Callebaut, said, “Ruby chocolate is a big innovation in confectionery and we are very proud that ITC’s home-grown luxury chocolate brand Fabelle is the first in India to feature this exciting new chocolate.”

“The fourth type of chocolate next to dark, milk and white chocolate, ruby chocolate is a breakthrough innovation developed by Barry Callebaut and is a result of years of research and development (R&D) efforts,” he added.

“Ruby chocolate has been welcomed by the millennial and premium chocolate connoisseurs alike and has garnered encouraging response in the confectionery market, which is unparalleled,” De Schryver said.

“As India is becoming one of the fastest growing chocolate markets in Asia, we see ruby chocolate presenting a huge opportunity and in being a key milestone in our growing partnership with ITC,” he added.

Ruby Gianduja will be available across all the Chocolate Boutiques at ITC Luxury Hotels across India, from November 1, 2018 onwards.
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