600 limited edition handcrafted chocolate bars unveiled in 6 cities as a unique 73 Kg chocolate installation

Mumbai, 14^th August 2019: India’s home-grown luxury chocolate brand, Fabelle Chocolates, one of the most celebrated Indian chocolate brand and a trend setter in the luxury chocolate segment, will commemorate India’s 73^rd Independence Day with a first-of-its-kind, limited edition chocolate range, unveiled today at ITC Maratha. With this masterpiece, Fabelle pays tribute to India’s rich food culture and diverse tastes by identifying hero ingredients from across the country and pairing them with White, Milk, Dark and Ruby Chocolate. In order to develop these chocolates, Fabelle divided the country into six zones namely Northern Himalayan Region, Thar Dessert, Indo Gangetic Plains, Central Plains, Deccan Plateau and Coastal Regions and created six chocolate bars, each representing the flavours of a region mentioned respectively as below:

Northern Himalayan Region – Dark Chocolate smoked with Tea and Pink Himalayan Salt

Thar Desert – Ruby Chocolate with Toasted Sesame, Salted Peanuts and Toasted Amaranth

Gangetic Plains  – Milk Chocolate with Jaggery powder and crunchy Puffed Rice

Central Plains –  Dark Chocolate with Candied Orange Peel blended with Raisins

Deccan Plateau – White Chocolate with Coffee and Cardamom Powder effusion

Coastal Regions – Milk Chocolate with Desiccated Coconut powder and Candied Mango

Across top 6 cities, 600 such bars were tirelessly handcrafted by Fabelle Master Chocolatiers in a larger-than-life 73 kg chocolate installation to commemorate the 73^rd Independence Day. These chocolate bars will be unveiled on 15^th of August and will be available for sale until 18^th August 2019 in the Chocolate Boutique at ITC Maratha. To bring this inimitable chocolate experience closer to consumers, the magnanimous chocolate bar installation will also be displayed at V R Mall, Bengaluru in the form of a chocolate installation.

 

Each chocolate bar is priced at Rs 265 and to make the occasion sweeter, Fabelle Chocolates will be donating proceeds from the sale of these bars to Make-A-Wish Foundation of India, a non-profit organization which works towards supporting deserving children to lead a richer life by fulfilling their wishes.

Sharing his thoughts on the initiative, Mr. Anuj Rustagi, Chief Operating Officer – Chocolates, Coffee and New Categories – Food Division, ITC Limited said “Fabelle’s endeavour, especially during celebratory occasions is to delight consumers with thematic and one of a kind chocolate experiences. We are extremely happy to see how Fabelle Master Chocolatiers bring to life a befitting tribute to the country’s rich legacy of indigenous tastes and flavours as we observe this historic celebration of Independence Day year-on-year. It has taken the team months of preparation and trials to arrive at the most unique combinations of ingredients from six regions in these six chocolate bars to reimagine India in chocolate. We hope our patrons and consumers will generously participate in our initiative and help spread cheer among children from Make-A-Wish Foundation of India.”

Commenting on the initiative, Mr. Deepak Bhatia, Make-A-Wish Foundation shared “Independence Day holds tremendous ground in the list of national celebrations since it reminds every Indian about the dawn of a new beginning. Make-A-Wish has granted over 334,000 wishes worldwide to some very deserving children. It’s a great initiative from Fabelle Chocolates, as children love chocolates and celebrating Independence Day with Fabelle chocolates made the celebration sweeter for them. Last year Fabelle and Make-A-Wish Foundation have fulfilled wishes for 40 kids of their educational requirements and this year with the proceeds raised from our association with Fabelle, we are hopeful to fulfil several more precious wishes for kids this year as we celebrate the 73^rd Independence Day.

About ITC Foods:

ITC’s branded packaged foods business is one of the fastest growing foods businesses and the third largest foods company in India, driven by the market standing and consumer franchise of its popular brands – Aashirvaad, Sunfeast, Bingo!, Yippee!, Kitchens of India, B Natural, Mint-o, Candyman and GumOn. The Foods business is today represented in multiple categories in the market – Staples, Spices, Ready-to-Eat, Snack Foods, Bakery & Confectionery and the newly introduced Juices & Beverages.

ITC’s Foods brands delight millions of households with a wide range of differentiated, value-added products developed by leveraging ITC’s in-house R&D capabilities, deep consumer understanding, knowledge of preferred Indian tastes, agri-sourcing & packaging strengths, and an unmatched distribution network.

ITC’s uncompromising commitment to the health and safety of its consumers ensures adherence to the highest levels of quality, safety and hygiene standards in manufacturing processes and in the supply chain. All ITC-owned manufacturing units are Hazard Analysis and Critical Control Point (HACCP) certified. The quality performance of all manufacturing units is monitored continuously online. Going beyond process control, ITC ensures that quality standards are scrupulously adhered to while choosing ingredients that go into the preparation of its food products.

The business continues to invest in every aspect of manufacturing, distribution and marketing to ensure that it can leverage emerging opportunities and fulfill its aspiration of being the most trusted provider of branded packaged foods in the country. ITC’s Foods business also exports its products to the key geographies of North America, Africa, Middle East and Australia.