Candyland launches Novella

Candyland recently launched Novella, a premium pure milk chocolate with four SKUs priced at Rs 10, 20, 50 and 100. Although there are four other chocolate brands in Candyland’s portfolio (Sonnet, Paradise, Now and Cloud 9), these cater to the Rs 5 and 10 market. Mustaali Hussain, Group Brand Manager, Candyland, gives two reasons for the launch. “Firstly, chocolate is the fastest growing category in confectionary and secondly research has shown that Pakistani consumers are very receptive to premium milk chocolate.” Novella’s positioning in the TVC shows the brand as rich and creamy, and focuses on a moment of individual happiness – because according to Hussain, global research has shown that people do not like to share their bar of chocolate. Candyland has been creating awareness and trial by advertising on traditional media and carrying out BTL activities.