This latest entrant offers a decadent combination of light, micro-aerated mousse filling inside a smooth and creamy bar, which is sure to take over the consumer palate, with the first of its kind luxurious taste experience for their moments of self-indulgence.
Anil Viswanathan, senior director, marketing (chocolates), insights and analytics, Mondelez India, said, “With new product innovation as one of the cornerstone of our growth strategy, Cadbury Dairy Milk Silk has always stood for the best taste of chocolate in the country, pioneering an assortment of first of its kind experiences for the consumers. With its light texture of the mousse centre filling whisked to perfection, Cadbury Dairy Milk Silk Mousse is the ultimate indulgent experience that is sure to delight our consumers who are always on the lookout for unique and innovative experiences. We believe that this innovation created in line with our efforts to redefine the chocolate eating experience will help us further capitalize on the premium segment as we expand our snacking footprint in the country.’’
With deliciousness in every scoop, the bar is crafted using Micro Aeration technology. The new decadent bundle is being launched with a high intensity multi touch-point IMC campaign #ScoopIntoChocolateHeaven at the back of a film on TV and digital platforms, social media influencer strategy, impactful in-store visibility, on-ground and outdoor activation. Priced at Rs 80 and Rs 175, it is all set to give chocolate lovers an eat experience full of indulgence unlike any they’ve tasted before.