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Tuesday, 21 November 2017

Fabelle Launches ‘Societe De Chocolat masterclass series’ with Billie McKay, Masterchef Australia Winner 2015




Fabelle, a one of a kind, home grown luxury chocolate brand is revolutionizing the understanding of luxury chocolates by championing participative and immersive experiences in the country. Fabelle master chocolatiers specially create these participative luxury experiences in the chocolate boutiques based in ITC’s super premium luxury hotels at the live chocolate studios in which consumers can interact with chocolatiers, observe live chocolate making and create chocolates creations as per their tastes and preferences. Taking these uniquely crafted experiences further, Fabelle’s Societe De Chocolat is being launched which is a dedicated series of masterclass which aspires to foster love for chocolates and introduce the nuances of making and appreciating luxury chocolates to the Indian consumer.
Since its launch, Fabelle has witnessed a surge in consumer enthusiasm to understand the different aspects of chocolates. While interacting with consumers at the chocolate boutiques, Fabelle Master Chocolatiers have gained insights that the consumers were extremely intrigued by various origins of cocoa, different cocoa flavour notes, techniques involved in chocolate making like tempering and conching and were keen to understand how exquisite chocolate creations and desserts are crafted et al. They also recognised the sense of gratification that consumers felt when they were involved in the process of the chocolate making and participated in this journey. 

Banking upon this consumer enthusiasm & inquisitiveness, Fabelle’s Societe De Chocolat masterclass series has been introduced at all chocolate boutiques. Societe De Chocolat is an exclusive chocolate making program which is designed to create better understanding of chocolates to consumers and provide rich insights into the art of chocolate making. From understanding the origins of cocoa to melting and tempering the chocolate, making chocolate to plating and serving the creations the program aims to address all the intricate facets of chocolate making. Fabelle’s Societe De Chocolat has been in session for last six months and these classes have already been well received by the consumers including even children.
Fabelle now plans to conduct special masterclasses with well know international experts for the emerging chocolate connoisseurs in the country. In a first such initiative, Fabelle collaborated with Billie McKay, winner of Masterchef Australia 2015, as their first global mentor for Societe De Chocolat masterclasses.  She along with Fabelle master chocolatiers hosted a series of 4 masterclasses and brought to life some of Australia’s most iconic desserts using Fabelle chocolates like the quintessential Ice-Cream Sandwich with Master Chocolatier Ruby, in ITC Gardenia; The Lamington with Master Chocolatier Bhumika, in ITC Maratha; The inimitable Pavlova with Master Chocolatier Sreyoshi, in ITC Maurya and The Chocolate Ripple Cake with Master Chocolatier Deepthi, in ITC Chola.
The event also saw Fabelle Master Chocolatiers introducing the audience to various types of cocoas used in the recreations of desserts, demonstrated key steps in processing the chocolates and various techniques involved in making the exquisite desserts. Billie also shared some tips and tricks and explained how different chocolates could be used to make simple in home chocolate creations which was well appreciated by guests. This was followed by an interactive session between the audience and the celebrity chef, where Billie interacted with the guests and responded to their queries. With this initiative, Fabelle continues to establish itself as the true pioneer of luxury chocolates in India by further strengthening one of the brands core propositions, that of providing active and participative luxury. 


Speaking at the event, Mr. Dipak Haksar, Chief Executive, ITC Hotels & Welcome Hotels said, “The introduction of Fabelle’s Societe De Chocolat masterclass series further underscores ITC Hotels’ endeavours in providing immersive experiences that are unique and can be cherished by those who indulge in it. This collaborative effort with Masterchef Australia Winner 2015, Billie McKay is part of our objective to transform the art of chocolate making into a multi sensorial affair.” 

According to Billie McKay, Celebrity Chef & Winner of Master Chef Australia, 2015 – “Creating distinctive experiences is in itself an innovation and a step towards being unique and Fabelle as a brand champions that. I have always thought that a memorable experience comes with the urge to create something for yourself, by yourself. With Fabelle, one really gets the opportunity to discover their passion for chocolates and that is why my association the brand is so very special. Luxury has always been an end product and seldom do we get an opportunity to experience the creation. This has now been transformed by Fabelle into an active and participatory experience.” 

According to Manish Bhasin, Executive Chef at ITC Maurya – “Chocolate has always been a passion of mine. The different textures and parings that come together to create a symphony of flavours is a unique experience, one that Fabelle proudly advocates. At Fabelle we are all about creating an immersive experience for our consumers. With Fabelle Societe De Chocolat masterclasses, the brand once again presents its consumers an opportunity to interact and learn the technique of fine chocolate making and appreciation. Fabelle Societe De Chocolat is a two way, interactive master-class, allowing the consumer to innovate and communicate ideas leading to an unparalleled experience”.
Fabelle Societe De Chocolat classes are conducted by their highly skilled Master Chocolatiers, in the setting of their luxury boutiques in select ITC hotels across the country and the classes have already been well received by consumers across markets. Extending the Societe De Chocolat initiative, Fabelle has now opened its doors to different sets of chocolate lovers like children, mothers and kids, corporates etc in which the learning content is tailormade as per requirements.


About ITC Foods

ITC is today the 3rd largest foods player in the country and one of the fastest growing foods businesses in India, driven by the market standing and consumer franchise of its world-class brands - Aashirvaad, Sunfeast, Bingo!, Yippee!, , B Natural, Kitchens of India Mint-o, Candyman and GumOn. The Business has also launched Fabelle luxury chocolates and Sunbean gourmet coffee. The Foods business is today represented in multiple categories in the market - Staples, Spices, Ready-to-Eat, Snack Foods, Bakery & Confectionery, Juices and Beverages and more recently, Dairy.
ITC's Foods brands delight millions of households with a wide range of differentiated, value-added products developed by leveraging ITC's in-house R&D capabilities, deep consumer understanding, knowledge of preferred Indian tastes, agri-sourcing and packaging strengths, and an unmatched distribution network.
ITC's uncompromising commitment to the health and safety of its consumers ensures adherence to the highest levels of quality, safety and hygiene standards in manufacturing processes and in the supply chain. All ITC-owned manufacturing units are Hazard Analysis and Critical Control Point (HACCP) certified. The quality performance of all manufacturing units is monitored continuously online. Going beyond process control, ITC ensures that quality standards are scrupulously adhered to while choosing ingredients that go into the preparation of its food products.
The business continues to invest in every aspect of manufacturing, distribution and marketing to ensure that it can leverage emerging opportunities and fulfil its aspiration of being the most trusted provider of branded packaged foods in the country. ITC's Foods business also exports its products to the key geographies of North America, Africa, Middle East and Australia.
About ITC Hotels

With the enduring Namaste as the symbol of its brand experience, ITC Hotels is one of India’s largest luxury hotel chains, operating under four distinct brands that offer comprehensive hospitality solutions through more than 100 hotels in over 70 destinations in the country.

Integrating India’s fine tradition of hospitality with globally benchmarked services, each ITC Hotel in the collection of hotels is an archetype of the culture and ethos of each destination. With ‘Responsible Luxury’ as its guiding premise, ITC’s hotels combine grandeur with intimacy to operate according to the highest principles of environmental stewardship. Each ITC luxury hotel is certified with a *LEED® Platinum rating for its endeavours towards green building, using processes that are environmentally responsible and resource-efficient. The brand features opulent accommodations, state-of-the-art business facilities, renowned signature cuisine and award-winning wellness experiences.