Wednesday, July 13, 2005

Chocolate sauce launched by Cadbury

With the launch of its latest product chocolate sauce, Cadbury India has entered the dessert additives market of India. Cadbury wihich the leading brands in chocolates has so far been marketing milk additive products such as Bournvita and Delite, apart from its chocolate, biscuit and confectionery brands. While Mapro's chocolate sauce is priced at Rs 72 for 500 ml, Cadbury's new product is priced at Rs 70 for 400 gram and Rs 110 for 700 gram. A Cadbury India innovation, it is being manufactured by a third-party operator in Ludhiana and will be retailed only through large organised players such as Big Bazaar, Giant and Food World. It will be made available through other trade channels, based on the consumer response. With chocolate sauce, Cadbury India hopes to take forward its aim of tapping at in-home consumption occasions. While chocolates remain their core category, Cadbury is planning to innovate on products in other categories which can have chocolate as a base ingredient. chocolates market. Its Dairy Milk brand alone accounts for 30 per cent share of this market