Cadbury India discounts Toblerone to grow premium 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 ConfectioneryNews.com: “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.