Confectionery giant Cadbury has relaunched its Bournville chocolate brand in India.
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Cadbury has introduced Bournville fine dark chocolate bars in four different variants: an 80g Rich Cocoa bar and three 90g Almond, Hazelnut and Raisin & Nut bars. The products will retail at INR75 (US$1.56) each.
Anand Kripalu, managing director for Cadbury on the Indian sub-continent, said: “This launch is our commitment to innovation and to meet the ever-changing consumer needs in our market.
“The dark chocolate category will grow strongly in the coming years because of its sophisticated taste and health benefits, and Bournville is our special offering to capture this opportunity.”
Launched this month, the chocolates will appear on shelves in modern retail outlets across major cities in the country.
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By GlobalDataA spokesperson for Cadbury told just-food: “The brand did exist before but it was not 44% cocoa so hence this is our first dark chocolate. The earlier Bournville was withdrawn last year.”
A category building campaign for the launch will begin in November and will entail national advertising on television, print and sampling events.
