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Mondelez launches new global brand in India first

Candy maker debuts Cadbury Glow, new luxury gift brand.

Cadbury Glow

Mondelez India Foods Ltd. is launching its newest global brand in India first.

The candymaker is introducing a new luxury chocolate gift offering, Cadbury Glow, with hopes of growing the chocolate gift category in the country.

The brand features luxurious chocolate pralines with an indulgent chocolatey filling with premium taste and packaging.

The brand name, Cadbury Glow, is inspired by the warm glow that comes from seeing loved ones light up with happiness when they receive a special gift, the company says.

Siddhartha Mukherjee, director, chocolate category & media, Mondelez India Foods Ltd., explains that the company combined consumer insights, global expertise in chocolate and breakthrough innovation capabilities to develop the candy, which is meant to represent the ideal expression of love and emotions for the special people in one's life.

“Gifting is an integral part of Indian culture and festivals and we are confident that consumers across the country will be excited about our year-round luxury gifting brand,” Mukherjee explains. “Globally chocolates are extremely popular for gifting and while the trend does exist in India, we still have a long way to go. With the launch of Cadbury Glow, a premium chocolate gift offering from India's favorite chocolate brand, our hope is to grow the chocolate gifting category in India."

The new brand is slated to eventually be Mondelez’s global luxury gifting brand.

“Our hope is that consumers can recreate the joy associated with gifting, as they create delicious 'glow' moments for their loved ones,” Mukherjee says.

In a busy world, where emotions are forgotten and people have less time for their near and dear ones, Cadbury Glow aims to empower people with a thoughtful gift to show how much they care.

Staying true to this philosophy, the chocolate gift is filled with little details that are symbolic of the care that went into creating it. The chocolate pralines are crafted in Europe, and special attention has been taken post production in designing and packaging, making it more than just a chocolate and something truly worthy of gifting to a loved one. The beautiful gold and purple packaging of Cadbury Glow is reminiscent of a treasure chest that glows from the inside out, filled with delicious chocolate pralines that would leave a precious feeling.

To make the gifting experience truly personalized, Cadbury Glow will also be launching a unique gifting website in September that will connect both the gifter and recipient.

The website allows consumers to experience the world of Cadbury Glow, and to add a personal touch to their gift of Cadbury Glow by writing a personal note, sending a lovely song or experiencing again fond memories by videos and photos.

The sumptuous Cadbury Glow chocolate gift boxes will be available across metropolitan areas by the first week of September in pack sizes of 16 pieces (160 g.) for INR 400 and 24 pieces (240 g.) for INR 600.

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