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Mondelez International is launching Cadbury Glow, its latest premium chocolate brand for the Indian market. The chocolate-filled pralines are aimed at those buying chocolate as a gift and are designed to target more affluent consumers.
With Cadbury Glow, Mondelez International is looking to increase scale of chocolate gifting in India – currently gift products have 6% market share compared to 14%-35% in most global markets. According to retailers, there is rising demand for premium products and the chocolate gifting category is growing one and a half times as fast as premium products as a whole.
Siddhartha Mukherjee, Mondelez India’s director in the chocolate category, commented: “From a global lens, the brand Cadbury is extremely strong in India and is an appropriate market for a global launch”.
The company went on to say: “This collaboration helped us bring together the best of our international expertise in chocolate making and our in-depth knowledge on the Indian consumer to create a product that is high on innovation”.
Cadbury Glow will be imported from a facility in Bratislava, Slovakia and will sell in 160g and 240g boxes priced at Rs 400 and Rs 600 ($6.62 and $9.94) respectively.
Source: Economic Times / Just Food
