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  • ITC’s Fabelle Exquisite Chocolates unveils India’s first Ruby chocolate, ‘Fabelle Ruby Gianduja’

    Published on November 1, 2018

    by Sachin Murdeshwar

    Fabelle, the home grown luxury chocolate brand from ITC Ltd, acclaimed  for creating  unparalled chocolate experiences in the country today, unveiled India’s first ever Ruby Chocolate in the form of Fabelle’s Ruby Gianduja. The announcement took place at a mega event in ITC Grand Central, Mumbai, in collaboration with Celebrity Chef Sarah Todd and Barry Callebaut, world’s leading manufacturer of application chocolates and cocoa products. ITC Ltd partnered with Barry Callebaut to source the exotic Ruby chocolate to craft Fabelle’s Ruby Gianduja. Ruby Chocolate became an immediate global sensation after it was launched in Shanghai, China and caught the admiration of chocolate connoisseurs across the world. In line with Fabelle’s ethos of creating inimitable chocolate experiences, Fabelle is launching Ruby Gianduja as a one of its kind limited edition offering which is set to redefine the Indian chocolate palette ahead of the Diwali festive season.

    Ruby chocolates were a path breaking discovery, created 80 years after the launch of White chocolates as the third type of chocolate besides Dark and Milk chocolate. Ruby Chocolate is made from the Ruby cocoa beans, which are found in Brazil, Ecuador & Ivory Coast.  They have a set of inherent natural attributes, including flavour and colour tone, that are unlocked through a unique process, creating the exquisite Ruby chocolate. Ruby chocolates are an intense sensorial delight with its natural ruby colour and unique berry fruity taste which is brought alive as a result of the expert selection and meticulous processing of the ruby beans without adding any flavours or colours.

    Gianduja is an Italian delicacy from the Napolean era. Fabelle’s Gianduja, its bestselling product range, is a recreation of this Italian delicacy crafted from rich milk chocolates infused with roasted Turkish hazelnuts. Given its popularity, Fabelle decided to launch Ruby Chocolate in the form Ruby Gianduja which is made from a delicate balance of Ruby Chocolate and Hazelnut paste. Fabelle’s Ruby Gianduja is handcrafted by expert workmen in ITC’s state of the art manufacturing factory in Bengaluru and is individually wrapped in specially designed ruby colored tin boxes which exude a regal panache. The limited edition box of 12 cubes of Ruby Gianduja is priced at Rs. 1295.

    Fabelle was launched to redefine the Indian chocolate segment by offering Indian consumers experiences that are beyond ordinary. Each Fabelle chocolate enlivens an exquisite alchemy of chocolate and exotic ingredients. Eg: The latest Fabelle Dessert Collection, are truffles inspired by the nuanced taste and texture of all-time favorite desserts like Crème Brulee, Tiramisu, Banoffee Pie, Strawberry Cheesecake and Lemon Meringue. With the launch of Ruby Gianduja, the brand intends to strengthen its position as an expert chocolatier – a pioneer that offers the most unique and world class chocolate experiences to Indian consumers.

    Expressing his delight at the launch, Mr. Hemant Malik, Divisional Chief Executive – Foods, ITC Ltd., said “Fabelle was launched in India with the mission to redefine the chocolate segment in the country and I am extremely happy that the brand has already received unparalleled patronage from discerning customers. It is a proud moment for Fabelle Chocolates as we introduce the very first Ruby Chocolates to the Indian chocolate connoisseurs. It has been our continuous endeavour to provide unique chocolate experiences to the Indian consumers and today’s launch is a firm step in that direction.”

    He further added “It is said that Milk chocolates with nuts appeals the most to Indian chocolate aficionados and our Gianduja is made of rich milk chocolate and Ivory Coast Cocoa with Turkish hazelnuts, making it one of our best-selling creations. Thus, we have recreated Gianduja with the infusion of Ruby Chocolates to render another extraordinary experience to Indian consumers.”

    Sharing his thoughts on Fabelle’s latest creation, Mr. Ben De Schryver, President Asia Pacific, Barry Callebaut said, “Ruby chocolate is a big innovation in confectionery and we are very proud that ITC’s home-grown luxury chocolate brand Fabelle is the first in India to feature this exciting new chocolate. The fourth type of chocolate next to dark, milk and white chocolate, ruby chocolate is a breakthrough innovation developed by Barry Callebaut and is a result of years of R&D efforts. Ruby chocolate has been welcomed by the millennial and premium chocolate connoisseurs alike and has garnered encouraging response in the confectionery market which is unparalleled. As India is becoming one of the fastest growing chocolate markets in Asia, we see ruby chocolate presenting a huge opportunity and in being a key milestone in our growing partnership with ITC.”

    Ruby Gianduja will be available across all boutiques at ITC Luxury Hotels in India, from November 1st, 2018 onwards.