MUMBAI: After making Cadbury Dairy Milk as one of India’s favourite chocolate brands for 70 years in India, Mondelez India has launched Cadbury Dairy Milk Crispello, its ‘made in India’ innovation in the Crispy-Eat segment. Banking on Cadbury Dairy Milk’s strong equity, Mondelez India is all set to expand its premium portfolio with this new product offering. 

Mondelez India director for marketing chocolates category Anil Viswanathan says, “With rising disposable incomes, exposure to global cultures and extensive reach of mass media, the Indian consumers have been exposed to a global palette of food experiences. More specifically, recent work with Gen-Z consumers, a key consumer cohort for us, has shown a desire for multi-textured and complex experiences. This has been an important dimension for us as we have thought about our innovations.”

“Cadbury Dairy Milk Crispello combines the much loved Cadbury Dairy Milk taste with crispy and creamy textures in a unique ready-to-share snappy format. Its snap and share capabilities further reinforce our shared values of togetherness and collective joy,” he adds.  

Cadbury Dairy Milk Crispello, is covered with a layer of delicious Cadbury Dairy Milk, crunchy wheat crispies and smooth chocolate cream. As one bites in, the chocolate melts in the mouth and the wheat crispies underneath bring in the crispiness, giving consumers an immersive chocolaty and crunchy experience, all at the same time. The finger-bar format makes it easier to be shared with friends and family. 

Cadbury Dairy Milk Crispello is priced at Rs 30.

The launch will be supported by a 360-degree communication campaign that will include a new TVC and outdoor and digital campaigns targeting the brands core target audience i.e. youth. On-ground activations at point of sale and sampling at modern trade outlets will also be part of the campaign to drive awareness for the product.