~After pioneering the commercial launch of India’s first luxury chocolate with Ruby Chocolate, Fabelle now expands this experience through its FMCG chocolates range
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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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