‘Handcrafted, artisanal and authentic’: Nestle India wants to conquer ‘super premium’ chocolate market
The latest in Nestle’s new product launch spree over the past several months, the new premium chocolates are said to be Switzerland-made at Maison Callier, the famed ‘Chocolate Museum’ in operation since 1899.
One of the key features of the new chocolate range is its appearance, which Nestle describes using a variety of terms such as ‘rugged-looking’ and ‘visibly authentic’ in the official press release.
“Les Recettes De L’Atelier [provides] a genuine experience in taste, texture and look,” said Nestle India Chairman and Managing Director Suresh Narayanan.
“[This] new offering [is] yet another milestone of [our] providing exciting new offerings in the premium range, [through which we hope consumers are able] to truly value the authentic, uncomplicated experiences in life and find pleasure in things which are simple but high quality.”
Nestle added that the new range is ‘handcrafted, artisanal and super premium’, and will also contain ‘whole pieces of natural fruits and nuts […] carefully selected from the best global sources’.
Les Recettes De L’Atelier will be available in four flavours: Milk Chocolate Raisins Almond Hazelnuts, Dark Cranberry Almonds, Dark Roasted Almonds, and Dark Raisins Almonds Hazelnuts
“The fruit and nut pieces are mixed into the chocolate base in a manner that makes every bar visibly authentic, showcasing the whole fruit and nut in a bed of chocolate, making the overall experience uniquely artisanal,” added Narayanan.
Although it was mentioned that the chocolates will soon be available online and in select stores in major cities, Nestle did not reveal further information about the launch or release to us.
The rise of India’s chocolate market
The Indian chocolate market was worth some INR112.5mn (US$1.6mn) in 2016. According to Statista, Nestle India took an approximate 13% share of this market.
According to Business Wire, India’s chocolate market is predicted to grow at a 12.8% rate between now and 2023. Local consumers consumed some 228,000 metric tons of chocolate in 2016.
Additionally, a shift towards chocolate consumption (over traditional Indian sweets was observed).
North India comprises the largest market for chocolates, especially healthier, premium versions. This has been attributed to increasing obesity rates coupled with rising health consciousness in the region.
Experts have consistently named Nestle as a major chocolate player in the country. It also is the second largest buyer of Indian cocoa ingredients.
Reports also indicate that Indian consumer preferences are slowly evolving to accommodate dark chocolate, which has seen a recent rise in popularity due to rising consumer awareness of its health benefits.
