Rounds-up 10 years of having pioneered a new-to-market experience with Dark Fantasy, brand plans to expand its portfolio and tap into new consumption occasions!
Sunfeast’s Dark Fantasy, one of India’s most loved premium cookie brands from ITC Ltd. introduced Indian consumers to a unique and superior center-filled cookie experience a decade ago with the launch of its flagship product, Dark Fantasy Choco-Fills. It had disrupted the market by creating an indulgent product segment namely, ‘New Experiences’ which is valued roughly around Rs. 1,000 Cr today. After creating and leading the ‘New Experiences’ category, Sunfeast Dark Fantasy is pushing the envelope of newer experiences in its second decade, starting with exciting additions and a holistic revamp of the portfolio.
The refreshed portfolio will witness a reimagined packaging design, new product formats, variants, sizes, and communication. Leading the first-to-market new experience would be the launch of Dark Fantasy Nut Fills, a product that brings together a popular pairing of nuts and chocolate. This one-of-its-kind cookie is expected to delight the consumers with the crunch and goodness of nuts in a center-filled cookie. Every bite of the cookie is filled with the nutty delight of delicious cashews, almonds, and hazelnuts, crisped to perfection and superior flavour quotient. Big Choco Fills takes the route of abundance to take indulgence to a whole new level, with a bigger center-filled cookie for those bigger craving moments. The third variant Coffee Fills adds a twist of Coffee to the original center-filled cookie.
Being known for a rich chocolatey experience, Sunfeast Dark Fantasy has also made its foray into other chocolate biscuit segments,~ Rs. 3400 Cr premium cream segment with Bourbon and Sandwich Crème, and the ~ Rs. 700 Cr chocolate chip cookie segment with Choco Chip cookie. Through these, the superior aspirational experience of the brand is now available in many more formats and at more affordable pricing.
Commenting on the announcement, Mr. Ali Harris Shere, Chief Operating Officer, Biscuits & Cakes Cluster, Foods Division, ITC Limited, said, “Over the years, Sunfeast Dark Fantasy has been known for its indulgent creations which strive to delight the consumers with a superior chocolate experience. The latest launches stem from our constant drive to develop and redefine categories. With these new and more exciting offerings, we also aspire to widen the consumption occasions for the brand. Sunfeast Dark Fantasy has been a beloved cookie brand in the country and this new decade we look forward to continued love and encouragement from our consumers.”
The launch of the Sunfeast Dark Fantasy’s extended range will be accompanied by a 360-degree communication campaign intended to bring the brand’s latest innovations, including a new TVC, print, and digital campaigns, along with strong in-store exposure.