Chennai, August 16th 2018: As India celebrated its 72nd Independence Day, Fabelle, one of the most celebrated Indian chocolate brands, commemorated the Independence Day with a first of its kind 72kg chocolate bar made from a unique mix of 72 ingredients. The brand which is known to create distinct chocolate experiences had crafted a larger than life 72 Kg chocolate bar in each of the 6 metros where the brand is currently available. These bars will be displayed in the chocolate boutiques in select ITC Luxury Hotels in Mumbai, Delhi, Kolkata, Hyderabad, Chennai and Bengaluru from 15th August to 19th August 2018. The exquisite milk chocolate bar was handcrafted by Fabelle Master Chocolatiers using rich milk chocolate blended with unique ingredients like nuts, dried fruits, cookies, seeds, jellies, biscuits and more.
Fabelle, which is known for crafting unique chocolate experiences, left the guests fascinated with the larger than life chocolate bar. The brand undertook months of research to finalise on the 72 ingredients which would be a part of the 72 kg chocolate bar and also multiple tasting trials were done to create a unique chocolate taste and a multi textural experience. Finally Fabelle Master Chocolatiers in each of the 6 cities worked for over 7 to 8 days to handcraft the artisanal masterpiece. The journey of the creation was a challenging one because it was not only important to create a larger than life 72 kg chocolate bar but to also ensure that the bar is as exquisite to taste as any of -the other Fabelle chocolate creations which are rated very highly by chocolate connoisseurs. The Master brought all their experience to bear in creating one of a kind experience to create this iconic creation and pay a befitting tribute to the nation’s most celebrated occasion i.e. the 72nd Independence Day.
To make the occasion sweeter, the brand decided to partner with Make-A-Wish Foundation of India, a non-profit organization which works towards supporting deserving children to lead a richer life by fulfilling their wishes. Fabelle worked with Make a Wish Foundation and distributed the specially crafted 72 kg chocolate bar to kids making Independence Day special for them. Through digital and PR campaigns, guests were also encouraged to donate to a Make a Wish India to make wishes of kids come true and Fabelle thanked the contributors in a unique manner by gifting them a piece of the iconic chocolate bar.
Sharing his thoughts on the initiative, Mr. Anil Chadha, General Manager, ITC Grand Chola, Chennai shared “With the 72 kg Chocolate bar we wished to celebrate the 72nd Independence Day in a unique Fabelle manner and also to create a magical moment for kids with our association with Make a Wish Foundation India. We invite all Indians to join us to fulfil wishes of deserving kids with chocolates and your generous contributions.”
Executive Chef Ajit Bangera, ITC Grand Chola, Chennai added “ It was a challenging task to create a life size 72 kg chocolate bar that would pay tribute to the country’s 72nd Independence Day. We are extremely happy to see that our Master Chocolatiers envisioned to create our largest creation yet and transformed their vision into a reality with extreme finesse after months of preparation and trials. The 72 Kg chocolate bar is not only large in size but is as good as any of our chocolate creations and what makes it sweeter is our association with Make a Wish foundation that brings happiness to lives of several kids.”
Commenting on the initiative, Mr. Mr. Deepak Bhatia, Make-A-Wish Foundation shared “Independence Day is significant in the lives of every Indian and at Make-A-Wish Foundation, India; we always aim to celebrate this day in the most unique way. It’s a great initiative from Fabelle, as children love chocolates and celebrating Independence Day with Fabelle chocolates made the celebration sweeter for them. At Make-A-Wish Foundation we have fulfilled over 39,000 wishes across 11 divisions in India, and now with proceeds raised from our association with Fabelle, we are hopeful to fulfil several such precious wishes for kids.”
- Fabelle at The Chocolate Boutique, ITC Grand Chola, Mount Road, Guindy, Chennai;
About ITC Foods:
ITC’s branded packaged foods business is one of the fastest growing foods businesses in India, driven by the market standing and consumer franchise of its popular brands – Aashirvaad, Sunfeast, Bingo!, Yippee!, Kitchens of India, B Natural, Mint-o, Candyman and GumOn. The Foods business is today represented in multiple categories in the market – Staples, Spices, Ready-to-Eat, Snack Foods, Bakery & Confectionery and the newly introduced Juices & Beverages. ITC’s Foods brands delight millions of households with a wide range of differentiated, value-added products developed by leveraging ITC’s in-house R&D capabilities, deep consumer understanding, knowledge of preferred Indian tastes, agri-sourcing & packaging strengths, and an unmatched distribution network. ITC’s uncompromising commitment to the health and safety of its consumers ensures adherence to the highest levels of quality, safety and hygiene standards in manufacturing processes and in the supply chain. All ITC-owned manufacturing units are Hazard Analysis and Critical Control Point (HACCP) certified. The quality performance of all manufacturing units is monitored continuously online. Going beyond process control, ITC ensures that quality standards are scrupulously adhered to while choosing ingredients that go into the preparation of its food products.