Cadbury India has announced the launch of Toblerone, the triangular chocolate from Kraft Foods in India.

This is the third brand being launched from the Kraft stable after Oreo biscuits and Tang powdered drink. Toblerone is being introduced in India in the classic ‘Milk Chocolate’ flavour and is positioned as a ‘gifting’ brand.

Mr Chandramouli Venkatesan, Director – Snacking & Strategy, Cadbury India, said, “Toblerone’s launch is in line with our business objective of growing the premium gifting chocolate market and we are confident that Toblerone will significantly help us drive future growth.” Cadbury Kraft already has premium chocolate brands like Cadbury Silk and Bournville in its chocolate portfolio.

However, Toblerone is going to be the most premium priced brand pegged at Rs 65 for 50 gms. Analysts believe that Cadbury would first have to fight the grey market where the brand has been present for several years, much like what it had to do with other Kraft brands it brought into the country. Besides, Cadbury has experienced limited volumes with its other premium brand like Bournville, and bringing in another brand might cannibalise its existing premium portfolio. Cadbury India is positioning the heritage brand ofToblerone as one of the most premium gifting brands in the country with the tagline, ‘Gift like no one else.’

“Toblerone is globally known for being unconventional. Our consumer research in India showed that Indians are increasingly looking for unique gifting options. Toblerone’s unique shape, distinctive taste, Swiss heritage and premium quality is the perfect choice to make a mark in gifting,” added Mr Venkatesan.

Toblerone will have restricted distribution and sold through the modern trade outlets primarily.

> purvita@thehindu.co.in

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