After making Cadbury Dairy Milk as one of India’s favourite chocolate brands for 70 years in India, Mondelez India has launched the Cadbury Dairy Milk Crispello. This product is the company’s ‘made in India’ innovation in the crispy-eat finger format segment.
Anil Viswanathan, Director, Marketing (chocolates), Mondelez India, said, “With rising disposable incomes, exposure to global cultures and extensive reach of mass media, the Indian consumers have been exposed to a global palette of food experiences. More specifically, recent work with Gen-Z consumers, a key consumer cohort for us, has shown a desire for multi-textured & complex experiences. This has been an important dimension for us as we have thought about our
“Be it technology ingredients, or format – we have tried to deliver this consumer need through the innovations in the recent past. Be it Dairy Milk Silk Oreo, 5Star 3D or Fuse. Crispello is yet another milestone in this journey. It combines the much-loved Dairy Milk taste with crispy and creamy textures in a unique ready-to-share snappy format. Its snap and share capabilities further reinforce our shared values of togetherness and collective joy,” he added.
Priced at Rs 30, Cadbury Dairy Milk Crispello is covered with a layer of Cadbury dairy milk, crunchy wheat crispies and smooth chocolate cream.
The launch of the new product will be supported by a 360-degree communication campaign including a new TVC and outdoor & digital campaigns that target the brand’s core audience.