Indiantelevision.com Team

(26 February 2008 3:15 pm)

MUMBAI: Cadbury India Ltd, which has over 70 per cent market share in the chocolate segment, has announced the launch of Cadbury Lite for people with diabetes.

The first "no added sugar" product in the Cadbury India portfolio, Cadbury Lite will mark the company's foray into catering to specific dietary needs of consumers.

As part of the launch, an integrated marketing campaign will be rolled out in the second week of March to create awareness around the product. The 360-degree marketing communication will encompass TV, print, outdoor, tie-ups and sampling activities in modern trade chains, chemists and other key retail outlets.

The product is currently being launched in Tamil Nadu and Andhra Pradesh markets and will roll out to the other states in a phased manner, informs the company.

Priced at Rs 28, the 40g bar has been made of a sugar substitute called Maltitol, ensuring the product has a low glycemic index.

Commenting on the launch, Cadbury India MD Anand Kripalu said, "As India's most-loved confectionery brand, Cadbury has touched the heart of every Indian for over 59 years. We are now delighted to offer this special addition that delivers the great Cadbury chocolate taste, while caring for the special dietary needs of people with diabetes."