Parle Products Enters The Luxury Chocolates Market With The Launch Of Friberg

Parle Products Pvt Ltd, which is the manufacturer of the immensely popular Parle G biscuits is getting fancier, with the launch of a new super-premium chocolate brand, Friberg. The launch been propelled by a growing demand for luxury chocolates in the Indian market.

A New Chocolate Brand

“Consumption of chocolate in India is gaining popularity and we at Parle are always looking to innovate as we understand the evolving palate and tastes of consumers who are now looking at unique, self-indulgent products,” said Kaizeen Writer, brand manager of Parle Products.

Friberg will be imported from Belgium and Switzerland, two countries recognised world over for the quality of their chocolate.

The Friberg bar will be available in three flavours; Noir Suisse Chocolat, Lait Caramel Chocolat and Lait Suisse Chocolate for Rs.350 for a 90 gram pack. Additionally, Parle has also launched Belgian wafer thins, the first of its kind in the Indian market, which will also be available at Rs.350 for a 125 gram pack.

The new chocolates and wafer thins will be available in Mumbai, Delhi, Bangalore, Ahmedabad and Chennai.

Back in May, ITC also ventured into the luxury chocolate market with the launch of Fabelle. The demand for luxury chocolates is rising in India as more consumers begin to earn disposable income and look to chocolates in favour of traditional Indian mithai for special occasion gifting.