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.
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“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.
