ITC Ltd’s Fabelle, acclaimed for redefining the Indian luxury chocolate segment, forayed into the FMCG chocolate segment in two formats, Fabelle Choco Deck and Fabelle Soft Centres in 2018. And in line with the chocolate makers’ endeavour to deliver one-of-a-kind chocolate experiences for Indian consumers and set trends with distinguished chocolate offerings, Fabelle has announced the launch of a unique and differentiated Fabelle Choco Deck Milk and Ruby Chocolate to delight chocolate connoisseurs.

This latest addition to Fabelle’s range of layered chocolate bars, Fabelle Choco Deck, is India’s first mass premium chocolate bar containing the new ruby chocolate. The product will be a befitting celebration of Valentine’s Day and will be available across the cities of Bengaluru, Mumbai, Delhi, Chennai, Hyderabad and Kolkata.

Fabelle Choco Deck Milk and Ruby Chocolate has been specially crafted with a layer of ruby chocolate between two layers of milk chocolate bringing together the mild fruity taste of ruby chocolate and the rich sweet taste of milk chocolate. The chocolate also contains almonds and crisps, which give it a crunchy texture that complements the smooth texture of the milk and ruby chocolate.

Fabelle was the first chocolate brand in India to introduce ruby chocolate in the form of Fabelle Ruby Gianduja under its hand-crafted luxury chocolates range in October 2018. After the product received an encouraging consumer response, especially during Valentine’s Day last year,the brand decided to extend the ruby chocolate experience to more consumers through its FMCG premium range.

Fabelle Choco Deck Milk and Ruby Chocolate draws its uniqueness from ruby
chocolate, the fourth type of chocolate in the world after the existing dark, milk and white chocolate. Ruby chocolate has a mild fruity note and natural ruby colour. The launch of this product will enable a larger consumer base in India to experience the unique flavour of ruby chocolate, which has been a global sensation since its launch.

Commenting on the launch, Anuj Rustagi, chief operating officer, chocolates, confectionery, coffee and new categories, Food Division, ITC Ltd, said, “Fabelle
was created with the vision to deliver extraordinary chocolate experiences to Indian consumers.”

“It is a matter of immense satisfaction that Fabelle has garnered encouraging consumer franchise through its bouquet of exquisite chocolates which is also reflected in the brands growth trajectory,” he added.

“From handcrafted luxury chocolates to scaling up the FMCG segment, our relentless focus has been on introducing new and unique chocolate experiences for the Indian chocolate consumer. We continue to leverage our institutional strengths, capabilities and in-depth knowledge of Indian consumers taste palette to develop world-class chocolate products,” Rustagi said.

He added, “Our prior experience of being among the first to launch ruby chocolate in India gave us deeper insights into consumer preferences and acceptance of this chocolate type before we decided to extend it to the larger consumer base.”

“Our unique capability of operating in both the hand-crafted luxury chocolates segment and now the FMCG segment has provided the opportunity to be the first chocolate brand to launch ruby chocolate at a large scale in the country,” Rustagi said.

Fabelle Choco Deck Milk and Ruby Chocolate will be available in two SKUs (stock-keeping units) - a 55g pack priced at Rs 85 and a 121.5g pack priced at Rs 200.