Mondelez has revamped Bournvilles packaging and flavour to position it as a preium brand

Mondelez has revamped Bournville's packaging and flavour to position it as a preium brand

Mondelez International has revamped its Cadbury Bournville offering in India in a bid to bolster its position as a "premium" brand in the country's confectionery market.

The "new premium dark chocolate", comprising three variants - Cranberry, Raisins and Nuts and Rich Cocoa - has undergone a recipe, mould and packaging change. The cocoa content has increased from 44% to 50% to "deliver a richer, darker and more decadent experience" the firm said in a statement.

"Since its launch in 2009, Cadbury Bournville has created the premium dark chocolate category in India. Having introduced the Indian consumers to dark chocolates, we constantly innovate to provide consumers with the best in class international dark chocolate experience. Additionally, the revamp of Cadbury Bournville is in line with our long term strategy of strengthening our premium portfolio in order to stay ahead of evolving consumer tastes," explained a spokesperson for Cadbury.

"We relied heavily on the company's international expertise and the accumulated understanding of the Indian consumer's dark chocolate preferences to upgrade Cadbury Bournville. After a large scale consumer testing on parameters such as taste, texture, smoothness and acidity, the winning recipe with a cocoa content of 50% was arrived upon," he added.

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Chocolate lovers across the country can now indulge in a truly world-class premium dark chocolate as Cadbury India introduces the new Cadbury Bournville. The introduction of the new premium dark chocolate follows an intense revamp process to upgrade the recipe, mould and packaging of the much loved dark chocolate. Among other changes, the new chocolate will see an increase in the cocoa content from 44% to 50% to deliver a richer, darker and more decadent experience with every bite.

     (Photo: http://photos.prnewswire.com/prnh/20140327/IND10092348)

Speaking on the occasion of the launch of the new Cadbury Bournville, Siddhartha Mukherjee, Director, Chocolate Category and Media, Cadbury India said, "Since its launch in 2009, Cadbury Bournville has created the premium dark chocolate category in India. Having introduced the Indian consumers to dark chocolates, we constantly innovate to provide consumers with the best in class international dark chocolate experience. Additionally, the revamp of Cadbury Bournville is in line with our long term strategy of strengthening our premium portfolio in order to stay ahead of evolving consumer tastes."

It took a lot of effort coming up with the new Bournville packaging. The idea behind the new packaging was to create something befitting the much improved product. So when we decided to make a video on how we went about the job of redesigning the packaging, our intention was to showcase the entire process involved. From narrowing it down to one design to going ahead and executing the designer's vision. Basically, we wanted to show people that the design job was as smooth, rich and intense as the new Bournville itself.

As market leaders, Cadbury India understands the pulse of the consumer and continues to respond to the evolving consumer trends. Its latest effort to 'premiumize' Cadbury Bournville and enable a top of the line chocolate experience in India is a response to the growing affluence and more discerning consumers in India. As a leading innovator and trend setter in the chocolate category, Cadbury India believes in giving consumers a superlative experience at all times, thus making constant improvement and innovation a significant aspect of their philosophy.

Mr. Mukherjee added, "We relied heavily on the company's international expertise and the accumulated understanding of the Indian consumer's dark chocolate preferences to upgrade Cadbury Bournville. After a large scale consumer testing on parameters such as taste, texture, smoothness and acidity, the winning recipe with a cocoa content of 50% was arrived upon."

A similar consumer feedback based process resulted in the new Cadbury Bournville looking sleeker and uncluttered, with black being the dominant color in the packaging. The dark chocolate treat can now be enjoyed across the country in 3 variants - Cranberry, Raisins and Nuts and Rich Cocoa.

Original source: Mondelez International