Mumbai, October 07, 2008: Cadbury India Ltd. today announced the launch of CADBURY BOURNVILLE FINE DARK CHOCOLATE, the first dark chocolate product from the much-loved Cadbury India basket. 

Globally, dark chocolate is the fastest growing segment within the confectionary category. It is loved by millions of consumers because of the rich taste and intrinsic health and well-being benefits (please refer to the Chocology Report in your press kit). The launch of CADBURY BOURNVILLE FINE DARK CHOCOLATE in India is timely, as it will cater to the evolving consumer preferences and serve as a treat for consumers looking for a moment of sheer indulgence.

Dark Chocolate is the fastest growing in the confectionary category globally…growing at 13% year on year Dark chocolate Contributes to as much at 40% of the total category in some developed markets (France, Belgium) Health benefits are a major reason for the differential growth even in the leading chocolate markets

Made from the finest ingredients, each individually presented CADBURY BOURNVILLE FINE DARK CHOCOLATE is an irresistible in-the-mouth delight specially created to savour the Indian palate. And with 44% cocoa from the world’s finest Ghana beans and an ever so smooth texture, each little chunk is dark and undeniably good.

A natural source of anti-oxidants, CADBURY BOUNRVILLE FINE DARK CHOCOLATE just makes you feel good about giving in to your chocolate cravings. Dark Chocolate acts as a mood-booster; by boosting serotonin and endorphin levels that generate the feel-good factor. This more than a perfect bar of dark chocolate turns the simple act of eating it into a form of art. It demands a certain ritual, where, in a way, each of its steps offers a tribute to every stage of your journey.

Speaking on the launch, Anand Kripalu, Managing Director – Indian Sub-Continent, Cadbury Ltd. said “This launch is our commitment to innovation and to meet the ever-changing consumer needs in our market. The dark chocolate category will grow strongly in the coming  years because of its sophisticated taste and health benefits, and Bournville is our special offering to capture this opportunity.”

Beginning this month, the CADBURY BOURNVILLE FINE DARK CHOCOLATE will appear on shelves in modern retail outlets across major cities in the country. CADBURY BOURNVILLE FINE DARK CHOCOLATES will be available in four different variants Rich Cocoa (80g), Almond, Hazelnut and Raisin & Nut (90g each) and will retail at Rs. 75.

Cadbury will initiate a category building campaign for BOURNVILLLE FINE DARK CHOCOLATE in November. The campaign will entail national advertising on television, print, sampling events in malls, etc. A special microsite www.bournville.in will be created to augment consumer interaction with the brand.