This Diwali, Fabelle Exquisite Chocolates, the home-grown luxury chocolate brand from ITC, launched Fabelle Finesse – the world's finest chocolate.
The launch campaign integrated a breakthrough innovation, superior consumer experience, and authentic expertise of Master Chocolatiers to create a first-of-its-kind chocolate experience. A feat so unparalleled that it puts Fabelle, the made-in-India chocolate brand on the world map.
Chef Adriano Zumbo, an acclaimed Australian pâtissier and TV presenter known for his deep culinary knowledge, was invited by Fabelle to experience the new chocolate. Having tasted the product, Chef Adriano threw open a global challenge to chocolate makers across the world to present a finer commercially available chocolate than Fabelle Finesse. The level of smoothness achieved by Fabelle Finesse remains unchallenged today.
A first-of-its-kind technological innovation by ITC - The Cocoa Finesser, has made it possible for Fabelle to create chocolate as fine as seven microns. This technology helps in reducing the size of chocolate particles to a new benchmark level, which is not possible to achieve in the conventional refining process alone. In a cutting-edge neurological testing method conducted by Neurons Inc, consumers found Fabelle Finesse to be significantly smoother than benchmarks and the sheer delight of consumption even helped consumers in alleviating stress in the test conditions.
Expressing his delight in setting benchmarks for the global luxury chocolate market from India, Anuj Rustagi - chief operating officer – Of chocolates, Confectionary and Coffee, Foods Division, ITC, said, “At Fabelle, it is our constant endeavor to craft products that are best in the World. We are pleased to introduce the result of our innovative chocolate processing technology to the world, manifest in Fabelle Finesse, which offers an unmatched sensorial delight to chocolate connoisseurs. Fabelle Finesse is an artisanal masterpiece crafted with love, passion, and pride that brings this innovation to market. I am sure our Fabelle Master Chocolatiers will continue to create even more delightful chocolate creations with Fabelle Finesse. This launch highlights ITC’s commitment to cutting-edge innovations to create world-class Indian brands.”
With this launch, Fabelle Chocolates recreated an iconic moment of global recognition for a home-grown Indian brand leveraging R&D done in India.