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Introducing the new Cadbury Dairy Milk Silk Bubbly

Silk Now Bubbled Up For Joy!

Strengthens company’s premium offering in dynamic and high-growth market

Mondelez India Foods Private Limited, a part of Mondelēz International (NASDAQ: MDLZ), the global snacking and food company, recently announced the  launch of a new entrant under Cadbury Dairy Milk Silk – Bubbly, a new and unique chocolate bar brimming with ‘bubble inside and bubble outside.

Sensing the growing demand in the premium segment, Mondelez India has added the globally loved aerated chocolate Bubbly, under the Cadbury Dairy Milk Silk portfolio. With this launch, Mondelez India has combined its deep consumer insights, global expertise in chocolate and breakthrough innovation capabilities. The soft and round chocolate bubbles on the outside and inside melt in the mouth for a smoother, lighter and creamier eat experience.

Speaking on the launch of Cadbury Dairy Milk Silk Bubbly, Mr. Prashant Peres, Director - Marketing (Chocolates), Mondelez India, said, “We are really excited to launch India’s first aerated chocolate – Bubbly, as part of the Silk portfolio. What’s special about Silk Bubbly is its unique product format with Bubbles on the outside and Bubbles on the inside, which melt in your mouth to give you a light yet indulgent Silk experience. As category leaders we see a market making opportunity with Bubbly, which has been a huge success for Cadbury Dairy Milk in many other countries and from research we know that Indian consumers will love it as well.

The next few years will be exciting for us especially with India's chocolate market poised to be one of the fastest in the world. We see this as a huge opportunity to expand our chocolate footprint within the country.”

The launch of Cadbury Dairy Milk Silk Bubbly will be supported by a 360-degree communication campaign that includes a new TVC1, as well as outdoor & digital campaigns targeting the brands core target audience i.e. youth. On-ground activations at point of sale and sampling modern trade outlets will also be part of the campaign to drive awareness for the product.

Cadbury Dairy Milk Silk Bubbly, which is India’s first aerated chocolate is manufactured using the Mondelez’s innovative Aerimelt Technology. Priced at Rs. 70 and Rs. 160, Cadbury Dairy Milk Silk Bubbly is all set to give chocolate lovers an eat experience full of indulgence!



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