Haldiram’s Launches Premium Hazelnut Sweets in Collaboration with Turkish Hazelnut.

Haldiram’s has partnered with Turkish Hazelnut to launch a line of eight premium hazelnut-based sweets. This collaboration targets the Indian market, just a month after Turkish Hazelnuts' introduction in the country.

The new offerings include Turkish Hazelnut Kathli, Lauj, Bites, Fusion, Crunch, Ladoo, Delight, and Dates.

Available in 20 stores across the Delhi-NCR region and through Swiggy, the sweets come in various SKUs, with six pieces of assorted varieties priced at Rs 500. The launch is strategically timed for the festive season, a peak period for sweet consumption.

Turkey is the world’s leading producer of hazelnuts, contributing to 65% of global production. Turkish hazelnuts are known for their distinct sweetness, unique texture, and robust nutritional profile, which includes vitamins, dietary fibre, and monounsaturated fats. They are also naturally cholesterol-free, making them a healthy addition to any diet.

Kailash Agarwal, president of retail at Haldiram’s, emphasized that the festive season launch was intentional, as consumers typically indulge in sweets during this time. "We wanted to introduce hazelnuts as an ingredient in sweets, giving our customers a glimpse into how these nuts can elevate traditional offerings,” Agarwal stated.

Mansi Ahuja, the India representative for Turkish Hazelnuts, noted that the collaboration is a perfect match. "Haldiram’s is synonymous with gifting and Indian sweets, while Turkish Hazelnuts bring a fresh and healthy twist,” she said.

Ahuja pointed out that while hazelnuts are well known globally, they are primarily associated with chocolates like Ferrero Rocher or Nutella in India. The partnership aims to introduce hazelnuts as a versatile and healthy ingredient for traditional mithai.

"We want to promote hazelnuts as a healthy snack and ingredient, accessible to everyone and not just seen as a premium or niche product,” she added.

The marketing strategy for Turkish Hazelnuts includes collaborations with trade partners, retail promotions, influencer partnerships, and showcasing chefs creating recipes using the product. The collaboration also involves working with bakeries, ice cream parlours, and biscuit manufacturers to make hazelnuts available in various forms, such as whole, chopped, and paste.

Haldiram’s, with an established presence in over 100 countries, is also looking to expand its reach beyond India, with plans to open restaurants internationally.

Looking ahead, Ahuja hinted at the possibility of enlisting a brand ambassador to promote Turkish Hazelnuts in India and further expand their reach.

With the festive season driving demand for sweets, the collaboration between Haldiram’s and Turkish Hazelnuts is set to redefine traditional Indian mithai, bringing a new dimension of health and versatility to the Indian market.