This launch is an effort of Sugar Free to play a larger role in the consumer’s life & respond to the consumers’ needs for healthier alternatives in indulgent categories.
Low-calorie sweeteners makers, Sugar Free has ventured into the premium dark chocolate category with the launch of Sugar Free D’lite chocolates. Sugar Free stands for a healthier way of life and currently positions itself as a healthier alternative to sugar. This is the first brand extension beyond low-calorie sweeteners by Sugar Free since its launch in 1988. This new category launch will also help to consolidate Zydus Wellness’s position as a company reimagining health and wellness in a holistic manner.
Tarun Arora, CEO of Zydus Wellness said “Today, Sugar Free is a name synonymous to the sugar substitute category and we have used this very experience to enter the chocolate category. This launch is extremely important for us given the current consumer demand and is in line with our company’s vision to innovate products that will pave the way to a healthy life. Maintaining a healthy lifestyle need not mean giving up on your favorite indulgence. With the festive season around the corner in India, we wanted to give our consumers indulgent offerings that they can enjoy guilt-free. Also, we believe this launch will strengthen our diversified portfolio within the health and wellness space’’
To amplify the launch, Sugar Free will introduce a digital campaign that will run across multiple digital platforms. Called #TwoGood, the campaign stems from the insight that every individual has two personalities that are a contrast to each other; the health-conscious eater and indulgent snacker. SugarFree D’lite chocolates are #TwoGood as they cater to and satisfy both these personalities. This digital campaign will have multiple legs that will include activations around search, display, social media, and activities by social media influencers.
The new Sugar Free D’lite dark chocolates have a zero added sugar advantage & are sweetened using natural sweeteners. They are available in four exquisite and rich variants – Dark Rich Cocoa, Dark Zesty Orange, Dark Hazelnut flavor with roasted almonds, and Dark Crispy Quinoa with roasted almonds. And all the chocolates have a minimum of 50% cocoa. SugarFree D’lite dark chocolates will be a Digital-first brand & will be available across all the key Ecom portals like Amazon, Flipkart, Big Basket & Grofers.