Fabelle to enter FMCG space

Fabelle to enter FMCG space

Fabelle, ITC Foods' premium chocolate brand, is set to scale operations with expansion across manufacturing and retail footprints.

The company plans to open up its market by entering the high-street retail format. "febelle is all about the experience. We are ready to take it to the market in a more expansive way now. The first cafe in Delhi will soon be ready for launch, while Bengaluru will get the next one by next year," said Hemant Malik, Divisional Chief Executive, ITC Foods Division.

Further, the company is also planning to enter the modern trade retail space, considering the scope and potential of the Indian chocolate market.

"We are looking at moving into the packaged chocolate (FMCG) space. A dedicated team is working on product development and packaging. In the case of this format, maintaining temperature is a challenge," he said, adding that the move is due in 2018.

To support these plans, ITC Foods is setting up its second factory for Fabelle in Haridwar. As of now, it has one factory in Hoskote.

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