~After pioneering the commercial launch of India’s first luxury chocolate with Ruby Chocolate, Fabelle now expands this experience through its FMCG chocolates range
Hyderabad 13th, February 2020: ITC Ltd.’s Fabelle, acclaimed for re-defining the Indian luxury chocolates segment had forayed into the FMCG chocolates segment in two formats, Fabelle Choco Deck and Fabelle Soft Centres in 2018. In-line with the chocolate maker’s endeavour to deliver one-of-a-kind chocolate experiences for Indian consumers and set trends with distinguished chocolate offerings, Fabelle has announced the launch of a unique and differentiated Fabelle Choco Deck Milk & Ruby Chocolate to delight chocolate connoisseurs. This latest addition to Fabelle’s range of layered chocolate bars – Fabelle Choco Deck - is India’s first mass premium chocolate bar containing the new Ruby chocolate. The product will be a befitting celebration of Valentine’s Day and will be available across the cities of Bangalore, Mumbai, Delhi, Chennai, Hyderabad and Kolkata, from the last week of January. 
Fabelle Choco Deck Milk & Ruby Chocolate has been specially crafted with a layer of Ruby chocolate between two layers of Milk chocolate bringing together the mild fruity taste of Ruby chocolate and the rich sweet taste of Milk Chocolate. The chocolate also contains almonds and crisps which give it a crunchy texture that complements the smooth texture of the Milk and Ruby Chocolate. Fabelle was the first chocolate brand in India to introduce Ruby chocolate in the form of Fabelle Ruby Gianduja under its hand-crafted luxury chocolates range in October 2018. After the product received an encouraging consumer response, especially during Valentine’s Day last year, the brand decided to extend the Ruby chocolate experience to more consumers through its FMCG premium range.
Fabelle Choco Deck Milk & Ruby Chocolate draws its uniqueness from Ruby chocolate, the fourth type of chocolate in the world after the existing Dark, Milk & White chocolate. Ruby chocolate has mild fruity note and natural ruby color. The launch of this product will enable a larger consumer base in India to experience the unique flavour of Ruby Chocolate which has been a global sensation since its launch.
Commenting on the launch, Mr. Anuj Rustagi - Chief Operating Officer - Chocolates, Confectionary, Coffee and New Categories - Food Division, ITC Ltd. said, “Fabelle was created with the vision to deliver extraordinary chocolate experiences to Indian consumers. It is a matter of immense satisfaction that Fabelle has garnered encouraging consumer franchise through its bouquet of exquisite chocolates which is also reflected in the brand’s growth trajectory. From handcrafted luxury chocolates to scaling up the FMCG segment, our relentless focus has been on introducing new and unique chocolate experiences for the Indian chocolate consumer. We continue to leverage our institutional strengths, capabilities and in-depth knowledge of Indian consumers’ taste palette to develop world-class chocolate products.
Our prior experience of being among the first to launch Ruby chocolate in India gave us deeper insights into consumer preferences and acceptance of this chocolate type before we decided to extend it to the larger consumer base. Our unique capability of operating in both the hand-crafted luxury chocolates segment and now the FMCG segment has provided the opportunity to be the first chocolate brand to launch Ruby chocolate at a large scale in the country.”
Fabelle Choco Deck Milk & Ruby Chocolate will be available in two SKUs priced at Rs 85 (55g) to Rs 200 (121.5 g).
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