Cadbury India Limited, India’s leading confectionery company today announced the launch of a new offering ‘CADBURY LITE’ to satiate the craving for ‘Something Meetha’ for people with diabetes. This special offering from Cadbury is sure to bring joy to millions of people, who can now enjoy the authentic taste of milk chocolate with `No added sugar’.

CADBURY LITE is the first ‘No added sugar’ product in the Cadbury India portfolio and will mark the company’s foray in catering to specific dietary needs of consumers.

About 10% of India’s urban population comprises people with diabetes. For many people, the hard part of dealing with their condition is to say goodbye to their favorite sweet foods, including chocolates. Giving them an occasion to rejoice is CADBURY LITE, the specially created offering from Cadbury, which delivers the rich sweet taste of smooth milk chocolate with ‘No added sugar’. CADBURY LITE contains a sugar substitute called Maltitol, which ensures the product has a low glycemic index.

Commenting on the launch, Anand Kripalu, Managing Director Cadbury India, 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.”

CADBURY LITE is currently being launched in Tamil Nadu and Andhra Pradesh markets and will roll out to the other states in a phased manner. The 40g bar is priced at Rs. 28.

An integrated marketing campaign will be launched 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.

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Notes to the editor:

q The chocolate market in India is estimated at around 1600 crores

q Cadbury India is the market leader with over 70% market share in the chocolate segment

q According to Assocham, the prevalence of diabetes is 16.6% in Hyderabad, followed by Chennai with 13.5%, Bangalore with 12.4%, Delhi with 11.6%, and Mumbai with 9.3%.