Announcing the launch of "Cadbury Lite" at a press conference here today, Cadbury India Executive Director (Marketing) Sanjay Purohit said the new offering would bring joy to diabetic patients, who could enjoy the milk chocolate with "no added sugar". "Cadbury Lite", priced at Rs 28, would mark the company's foray into specific dietary needs of consumers, especially diabetic patients, he said.
He said an estimated 10 to 12 per cent of India's urban population, comprised people with diabetes and the special product contained a sugar substitute called Maltitol, ensuring low glycemic index.
Mr Purohit said the company had decided to initially launch the new product in Tamil Nadu and Andhra Pradesh, which topped the list of diabetic patients and go for a countrywide launch by middle of this year.
The new product had no artificial sugar and could be consumed by children also, he said adding an integrated market campaign would be launched to create awareness about the product. It took about one year for the company to come out with the product, he added.