India: Mondelez launches Dairy Milk Silk Bubbly

Mondelez India has launched India’s first aerated chocolate with the release of Bubbly under the Cadbury Dairy Milk Silk brand in the country.

Promoted as “a unique chocolate bar brimming with ‘bubble inside and bubble outside’ ”, Dairy Milk Silk Bubbly is said to benefit from Mondelez’s Aerimelt technology to form bubbles in the chocolate.

Director of marketing for chocolates at Mondelez India, Prashant Peres commented: “As category leaders we see a market making opportunity with Bubbly, which has been a huge success for Cadbury Dairy Milk in many other countries. The next few years will be exciting for us especially with India's chocolate market poised to be one of the fastest in the world. We see this as a huge opportunity to expand our chocolate footprint within the country”.

Priced at 70 INR ($1.09) and 160 INR ($2.49), Cadbury Dairy Milk Silk Bubbly promises "an experience of indulgence".

The company is set to support the launch of Bubbly through digital marketing campaigns and TV commercials to target the youth market.

Source: Mondelez / Food Navigator Asia