ITC forays into FMCG chocolate segment

Bengaluru is the first city to taste new range of Fabelle chocolates

Hemant Malik, Divisional Chief Executive, ITC with Fabelle Choco Deck Milk Chocolate.

Diversified conglomerate ITC has forayed into the FMCG chocolate segment with the launch of a range of chocolate bars. The company, which entered the chocolate business two years ago with the launch of hand-made luxury chocolates, is currently test marketing its FMCG (or mass market) range of chocolates in Bengaluru.

These bars will be available in two formats – Centre Filled bars known as Fabelle Soft Centres and Multi-Layered bars known as Fabelle Choco Deck.

“For the next two months, we will test market these chocolates in Bengaluru and based on the learnings we will expand across the country,” Hemant Malik, Divisional Chief Executive, ITC, told DH.

The product will be made available across 2,000 retail outlets and modern retail outlets and super bazaars across Bengaluru, he said.

The chocolate market in India is estimated at Rs 9,000 crore, of which, moulded chocolates share is around Rs 4,000 crore. ITC aims to garner about 15-20% share in the market over the next few years, Malik said.

He said the company has set up a greenfield manufacturing facility at an initial investment of Rs 100 crore at Haridwar with a capacity of 5,000 tonnes per annum. The luxury chocolates are currently produced at a factory in Bengaluru.

Fabelle Soft Centres is a chocolate bar made with milk chocolate shells filled with soft and creamy mousse. The product will be available in two variants – Fabelle Soft Centres Choco Mousse and Fabelle Soft Centres Almond Mousse.

Fabelle Choco Deck is a three-layered chocolate bar with a soft choco crème layer sandwiched between two milk chocolate layers. The product will be available in two variants – Fabelle Choco Deck Milk Chocolate and Fabelle Choco Deck Fruit & Nut.

The FMCG range of Fabelle chocolates will be available in Bengaluru and will subsequently be rolled out across the country in eight SKUs priced between Rs 65 (60g) to Rs 160 (130g).

“Each of these offerings delivers the unique multi-taste and multi-texture experience that Fabelle is known to deliver through its luxury chocolates range currently available exclusively in Chocolate Boutiques based in select ITC Hotels, premium malls and in select modern trade outlets,” Malik said.

ITC’s Fabelle was created by a congruence of international chefs together with ITC master chocolatiers to craft the finest quality chocolates, using choicest ingredients from across the world.   

After scaling up the presence of the Chocolate Boutiques to 10 locations in the country, Fabelle subsequently extended its presence in premium modern trade outlets and food stores with the launch of its range of luxury chocolate bars each aimed at creating a unique dessert-like experience.

ITC has conducted multiple trials and extensive consumer tests to ensure that it delivers a one of a kind chocolate experience for the FMCG consumers.

Innovative display box

Explaining the company’s strategy for chocolates, Malik said the company has set up a cold chain network across its manufacturing facility, storage locations and at retail points to achieve a wide distribution reach. It has invested in the latest global cooling technologies and real-time digital monitoring to deliver the pristine experience of Fabelle chocolates to consumers.

ITC has also developed an innovative box called ‘Visi-cooler’ to display chocolates at the retail outlets, which is plugged to a power socket to maintain the right temperature. This will help maintain the temperature at approximately 22 degrees C.

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ITC forays into FMCG chocolate segment

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