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Cadbury Hot Chocolate
Hot chocolate is a drink in India that has had limited demand in the last several years. Cadbury had introduced its drinking chocolate several decades back. The cocoa-based drink has been predominantly used in the preparation of other foods in hotels and restaurants. Cadbury tried to position its drinking chocolate as a ‘good night’ drink during the late 1970s (Sengupta, 1990). At a later point in time, the drink was positioned as a drink for special moments among young couples. There was also a drink called ‘Choco Cheer’ that was introduced by Cadbury in the mid-1980s for youngsters. In today’s context, hot chocolate is served in cafés.
It is interesting to observe how a new beverage or food gets diffused in the market. ...
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