The target consumers of Sugar Free D’lite Dark Chocolate are different, it seems. It is Dark Chocolate with added artificial sweeteners. To my knowledge, there is no competition from domestic or global brands in this category. Target consumers are fitness buffs.
These chocolates have min 50% Cocoa, and so not in the bitter chocolate category.
I believe they chose this category for two reasons:
- It is targeted as a healthy food which you rightly pointed out.
- Most importantly, since artificial sweetener is added which actually taste somewhat different from Sugar, so sweet chocolates made in this way might taste somewhat awkward and so may not appeal consumers.
I have a gut feeling that they might attempt to launch healthy normal chocolates (added nutrients) through Complan brand extension.