Parle Products enters premium chocolate market with Friberg

Parle Products will import Friberg chocolates from Belgium and Switzerland


Parle Products Pvt Ltd, known for its mass-market Parle-G biscuits, also sells biscuits and candies under brands like Monaco, Krack Jack, Hide & Seek, Milano, Mango Bite and Melody. Photo: Ramesh Pathania/Mint
Parle Products Pvt Ltd, known for its mass-market Parle-G biscuits, also sells biscuits and candies under brands like Monaco, Krack Jack, Hide & Seek, Milano, Mango Bite and Melody. Photo: Ramesh Pathania/Mint

New Delhi: Parle Products Pvt Ltd, known for its mass-market Parle-G biscuits, on Wednesday announced entry into the super premium chocolate market with a new brand Friberg – priced at Rs350 for 125-gram wafers and 90-gram bars.

The Mumbai-based company, which also sells biscuits and candies under brands like Monaco, Krack Jack, Hide & Seek, Milano, Mango Bite and Melody, will import Friberg chocolates from Belgium and Switzerland.

“The launch of the new chocolate brand is inspired by the growing demand for luxury chocolate offerings and changing consumer preferences from traditional sweets to premium chocolates as gifting options during the festive season,” the company said in a statement.

Friberg, available in traditional bar format imported from Switzerland, and Belgian wafer thins, will initially be available in Mumbai, Delhi, Bengaluru, Ahmedabad, Chennai and Hyderabad in select modern trade and top general trade outlets, the company said.

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