Parle enters super premium chocolate category with launch of Friberg
Parle, India’s leading manufacturer of biscuits and confectionery, has made an impressive entry in the Indian luxury chocolate segment with the launch of Friberg – a super-premium chocolate brand imported from Belgium and Switzerland. The launch of the new chocolate brand is inspired by the growing demand for luxury chocolate offerings and changing consumer preferences from traditional sweets to premium chocolates as gifting options during the festive season.
In addition to the traditional bar format imported from Switzerland, Parle has also launched unique Belgian wafer thins which are a first of its kind for the Indian Market. The wafer thin format is made of rice crispy wafers dipped in delectable Belgian chocolate flavours like Belgium Chocolate Noir and Belgium Chocolate Lait. The bar format comes in three different Swiss chocolate flavours which include Lait Suisse Chocolat, Noir Suisse Chocolat and Lait Caramel Chocolat. Priced at INR 350 for 125 gms in the wafer format and 90 gms in the bar format, Friberg has been launched in Mumbai, Delhi, Bangalore, Ahmedabad, Chennai and Hyderabad in select Modern trade and Class A format stores.
Speaking about the launch, Kaizeen Writer, Brand Manager, Parle Products Pvt. Ltd. commented,‘Chocolate consumption in India is gaining popularity and we at Parle are always looking to innovate as we understand the evolving palate and tastes of the Indian consumers who are now looking for unique, self-indulgent food products. Friberg epitomizes extravagance and is a truly delicious brand of chocolate. With its finest quality ingredients and unique formats each chocolate is an experience and makes for a wonderful gift that consumers will love and come back for.’
According to the ‘India Chocolate Market Forecast & Opportunities, 2020’, the chocolate market in India is projected to surpass US$ 17 billion by 2020. Rising disposable incomes, changing lifestyles and a young population’s growing penchant for indulgence has transformed India into one of the world’s fastest growing chocolate markets. As a constant innovator Parle has introduced some of the most iconic brands in the biscuit, confectionery and snacks categories including brands like Monaco, Krack Jack, Hide & Seek, Milano, Mango Bite and Melody, Parle is now looking to capture the premium chocolate category with the launch of Friberg.