Cadbury enters choco sauce mart

Cadbury India has entered the dessert additives market with its brand of chocolate sauce. The company has so far been marketing milk additive products such as Bournvita and Delite, apart from its chocolate, biscuit and confectionery brands.

"There is a niche market for dessert additives and it does not have any significant players. This is a good time to enter (this market) and take a significant share," a Cadbury spokesperson said.

Currently, Mapro and Manama are the two Indian players that market chocolate sauce, though retailers say that sales are slack. American brand Hershey's chocolate sauce is also available in select Indian stores.

While Mapro's chocolate sauce is priced at Rs 72 for 500 ml, Cadbury's new product is priced at Rs 70 for 400 gram and Rs 110 for 700 gram. A Cadbury India innovation, it is being manufactured by a third-party operator in Ludhiana.

Cadbury's chocolate sauce is being retailed only through large organised players such as Big Bazaar, Giant and Food World. It will be made available through other trade channels, based on the consumer response.