In December 2009, the Kerala Co-operative Milk Marketing Federation Ltd (KCMMF) introduced ‘Milma Chocolate’ primarily targeting a young audience. After nearly 14 years, the company is preparing to release its inaugural high-quality chocolate product, marking its entry into the dark chocolate market to compete with established industry players.
On November 1, in alignment with the state’s formation day, Milma unveiled its dark chocolate and choco fills, procuring cocoa from Gujarat. Murukan V S, the Quality Assurance and Marketing Manager at Milma, revealed that they will introduce chocolate products with a high cocoa content under the premium chocolate category. The initial step involves launching their dark chocolate, containing 60-70% cocoa, in India, with plans for further expansion based on demand. Citing this, J. Chinchurani, Minister for Dairy Development, noted the significant progress Kerala has made in milk production and marketing of liquid milk and value-added dairy products.
Milma’s Chairman, K S Mani, emphasises the company’s commitment to introducing healthier alternatives within the chocolate industry. The rising interest in dark chocolate can be attributed to its potential health advantages, as it is packed with essential nutrients. Derived from cacao tree seeds, dark chocolate is a rich source of antioxidants, iron, calcium, and various minerals. Scientific studies have even suggested that consuming dark chocolate can have positive effects on one’s well-being and reduce the risk of heart disease.
The product launch encompasses six variations of premium chocolate, along with butter and ghee biscuits, as well as conveniently sized bite-size biscuit containers. India’s premium chocolate market boasts an annual worth of approximately ₹20,000 crore, and Milma’s aspiration is to secure a substantial 10% share in this market. To achieve this, the company has devised an array of promotional strategies, including mall-based campaigns and extensive nationwide initiatives, leveraging its existing distribution network.
The premium chocolate category features dark chocolates with cocoa content exceeding 50%, offering three distinct options: plain dark chocolate, as well as combinations of orange and almonds, and raisins and almonds. Milma’s products are currently available in 70g and 35g packages within the market. Furthermore, the latest release includes two versions of Chocofull, a health-conscious bar chocolate snack, available in two variations: granola and fruits, and granola and nuts. These Chocofull selections are priced at ₹10 for the 12g option and ₹20 for the 30g variant.
