July 25, 2006, Mumbai - The popular Éclairs joy of melting chocolate continues as Cadbury introduces New Cadbury Dairy Milk Éclairs Crunch - the delicious hard and crunchy caramel on the outside with the center filling of Cadbury Dairy Milk.

This all-new Cadbury Dairy Milk Éclairs Crunch adds to the popular chewy caramel taste of the traditional Cadbury Dairy Milk Éclairs. Sanjay Purohit, Director Marketing, Cadbury India Limited says, "In-spite of organized sector of Confectionary de-growing at 3% over the past 4 years, Cadbury Dairy Milk Éclairs has kept growing in its popularity with our consumers.

To enhance and double-up the chocolaty experience of Éclairs lovers, we are now glad to introduce 'Cadbury Dairy Milk Éclairs Crunch'". "We are always happy to offer new taste-experiences to our consumers through our existing and new products, enhancing the joy of chocolates", he added. Cadbury Dairy Milk Éclairs Crunch is positioned to become the choice of 9-12 year old kids and 15-24 year old teenagers - It has a hard, crunchy Caramel on the outside with the surprise of Cadbury Dairy Milk at the centre.

Cadbury Dairy Milk Éclairs Crunch is available in retail outlets and is priced at Rs. 1 per Unit of 4.2 gms. Hence, as they now say in Cadbury - "AB Ek Nahee Do-DO Eclairs"

Note to Editors:

Cadbury Éclairs: Cadbury Eclairs was launched in 1971 and since then it has been a favorite amongst kids, teens and adults. In 1994 step was taken to make the offering even more premium and it was re launched as Cadbury Dairy Milk Eclairs - With the Purple and Gold Wrapper.. Today Cadbury Dairy Milk Eclairs in the lead player in the Eclairs segment and the strategy going forward is to continue support on the mother brand as well as extend its equity into new formats - launch of Cadbury Dairy Milk Eclairs Crunch .

Promotion Plan: Cadbury Dairy Milk Eclairs Crunch is being supported heavily through a new TV campaign, coupled with radio in select cities. Large-scale sampling to Kids & Teenagers is also being done, so as to create both awareness & to trails for the new product.