Published: October 27, 2022
Author: Fashion Value Chain

Fabelle Exquisite Chocolates, the home-grown luxury
chocolate brand from ITC Ltd., acclaimed for creating unparalleled chocolate
experiences, introduces Fabelle Finesse – the world’s finest chocolate, crafted in
India. Fabelle has come together with Chef Adriano Zumbo, an acclaimed Australian
pâtissier and TV presenter to unveil the world’s finest chocolate, delivering an
unparalleled smoothness and melt-in-the-mouth experience.

The chocolate has been crafted using a revolutionary technology – The Cocoa
Finesser. This technology helps in reducing the size of chocolate particles to a new
benchmark level, that is not possible to achieve in the conventional refining process
alone. The equipment operates at pressures which exceed that at the deepest
trenches on planet Earth help in creating a chocolate that has unrivalled
smoothness, amazing melt-in-your-mouth chocolate experience unleashing a
heavenly experience.

Chef Adriano, known for his deep culinary knowledge, was invited by Fabelle to
experience the new chocolate. Having tasted the product Chef Adriano threw open
a global challenge to chocolate makers across the world to present a finer
commercially available chocolate than Fabelle Finesse. Winner of the Challenge
would be rewarded with a prize money of Rs. 1Cr. The Challenge went live on
October 18, 2022 and details terms and conditions are available on Subsequent to this, he crafted tantalizing chocolate
creations using Fabelle Finesse.

The smoothness of a chocolate is a fundamental sensory attribute that elevates
consumer experience. A breakthrough technological innovation by ITC Ltd. has made it possible for Fabelle to create chocolate as fine as seven microns. The pioneering technology is a result of months of research done by ITC Life Sciences
and Technology Centre (ITC LSTC) and close collaboration with Fabelle Master
Chocolatiers, crafting an exquisite chocolate in India that rivals the best in the world.
In a cutting-edge neurological testing method conducted by Neurons Inc, consumers
found Fabelle Finesse to be significantly smoother than benchmarks and the sheer
delight of consumption even helped consumers in alleviating stress in the test
conditions. Fabelle Finesse has been created using cocoa sourced from Ghana &
Colombia. Each bite envelops the rich aroma, delectable smooth texture and rich
cocoa flavours – in milk and dark variants.

The brand is launching limited edition boxes of chocolate thins, made from Fabelle
Finesse, which will be available at select Fabelle Boutiques located at ITC Hotels.
Going forward, Fabelle Finesse will be adapted across Fabelle chocolate portfolio
and will be available at Fabelle Boutiques across India.
Expressing his delight on setting benchmarks for the global luxury chocolate market
from India, Mr. Anuj Rustagi – Chief Operating Officer – Chocolates,
Confectionary and Coffee, Foods Division, ITC Ltd. said, “At Fabelle, it is our
constant endeavour to craft products that are best in the World. We are pleased to
introduce the result of our innovative chocolate processing technology to the world,
manifest in Fabelle Finesse, which gives an unmatched sensorial delight for
chocolate connoisseurs. Fabelle Finesse is an artisanal masterpiece crafted with
love, passion and pride that brings this innovation to market. I am sure our Fabelle
Master Chocolatiers will continue to create even more delightful chocolate creations
with Fabelle Finesse. This launch highlights ITC’s commitment to cutting edge
innovations in order to create world class Indian brands.”

Sharing his experience Mr. Adriano Zumbo, said, “I am both exhilarated and
excited to be present here with Fabelle Chocolates on such an ambitious project. I
was completely intrigued by the technology that ITC Ltd. has been able to build
through their relentless enthusiasm, in a bid to provide the world with a superlative
luxury chocolate experience. It has been an enriching journey for me to work with

Fabelle Master Chocolatiers, who possess the knowledge and understand intricacies
of the art of chocolate making. I wish Fabelle Chocolates a very successful innings in
its commitment to provide consumers world-class chocolates.”
“Judging from the quality of the chocolate I have tasted, I am happy to challenge any
chocolate-maker in the world to come up with a better quality of chocolate in terms of
the fineness,” he added. With this launch, Fabelle Chocolates recreates an iconic
moment of global recognition for a home growth Indian brand leveraging R&D done
in India.

About Fabelle Chocolates:
Fabelle Exquisite Chocolates was launched in 2016 with the pursuit to craft the finest
luxury chocolate experiences in India rivalling the best in the world. Crafted with the
world’s best single origin cacaos, exotic ingredients and the in-house expertise of
Fabelle Master Chocolatiers, the range brings alive the ultimate luxury chocolate
experience. Today, the brand operates 13 flagship luxury chocolate boutiques
across Indian metros, premium retail outlets and is available digitally through leading
E-commerce websites like, Amazon, Flipkart, BigBasket, food delivery
service apps such as Swiggy & Zomato.

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