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Cadbury unveils a ‘Lite’ variant minus the sinful sugar

Cadbury unveils a ‘Lite’ variant minus the sinful sugar

Author | exchange4media Mumbai Bureau | Thursday, Feb 21,2008 6:21 AM

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Cadbury unveils a ‘Lite’ variant minus the sinful sugar

Cadbury has touched the heart of every Indian for over 59 years and now it touches the palates of those who cannot normally indulge in their sweet tooth. For people with diabetes – or for that matter anyone watching their weight – who want ‘Something Meetha’, they can now reach out for a ‘Cadbury Lite’ without fear of upsetting their blood sugar levels.

Cadbury Lite has been launched in Tamil Nadu and Andhra Pradesh, and would be launched in other states in a phased manner. A 40 gm bar of Cadbury Lite is priced at Rs 28.

O&M, which handles the creative duties of Cadbury’s other offerings, will look after the creative mandate of the new product as well.

The company has lined up a 360-degree marketing communication that will encompass TV, print, outdoor, tie-ups and sampling activities in modern trade chains, chemist outlets and other key retail outlets. The integrated marketing campaign will be launched in the second week of March to create awareness about the product.

Anand Kripalu, Managing Director, Cadbury India, said, “As India’s most loved confectionery brand, Cadbury has touched the heart of every Indian for over 59 years. We are now delighted to offer this special addition that delivers the great Cadbury chocolate taste, while caring for the special dietary needs of people with diabetes.”

On why the company decided to launch first in South India, an official communiqué informed, “The chocolate market in India is estimated at around Rs 1,600 crore and Cadbury India is the market leader with over 70 per cent market share in the chocolate segment. According to Assocham, the prevalence of diabetes is 16.6 per cent in Hyderabad, followed by Chennai with 13.5 per cent, Bangalore with 12.4 per cent, Delhi with 11.6 per cent and Mumbai with 9.3 per cent. So, the launch and the marketing plans will initially take off in South India and then gradually will go pan-India in a phased manner.”

Cadbury Lite delivers the rich sweet taste of smooth milk chocolate with ‘No added sugar’. It contains a sugar substitute called Maltitol, which ensures that the product has a low glycemic index.

Tags: e4m

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