Cadbury India discounts Toblerone to grow premium category

By Oliver Nieburg

- Last updated on GMT

Toblerone gets cheaper in India for two-weeks to give a boost to premium chocolate category
Toblerone gets cheaper in India for two-weeks to give a boost to premium chocolate category

Related tags Capita chocolate consumption Chocolate Cadbury india

Mondelez International’s Cadbury India has introduced a two-week promotion on Toblerone in most modern retailers in a bid to grow the premium chocolate category.

Toblerone was launched in India last July in only classic honey and almond nougat flavor.

Toblerone’s 400 g packs will be reduced to Rs 250 from Rs 430 ($7.85 to $4.56), while 200 g packs will be reduced to Rs 150 from Rs 250 ($4.56-$2.74) for just two weeks.

Attempt to grow premium category

A spokesperson for Cadbury India told “It’s basically to grow the category”.

“The offer available on Toblerone is in line with our business objective of growing and leading the premium gifting chocolate market and will be on for a period of two weeks across most of the modern trade stores.”

“Brands often undertake strategic programs to promote products to encourage trials and build a stronger association with the consumers.”

The spokesperson added that Toblerone had received an encouraging response in India and had gained a 2% market share in modern trade in its first year, according to Nielsen figures.

Premium chocolate growth in India

Deepa Dsouza, trend and innovation consultant at Mintel, previously told this site that chocolate manufacturers could grow in India with premium goods as consumers were increasingly turning to aspirational products.

According to Mintel, the dark chocolate category in India grew 160% from 2011 to 2009. Mondelez, through Cadbury, controls 70% of the domestic chocolate market.

Related topics Business Confectionery South Asia

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