Desserts in India are an integral part of life, be it for special occasions or as after meal treat. These sweets are famous worldwide and known for their richness in taste and calories. With fitness being the mantra today, a lot of Indians are moving to lower calorie options in desserts not knowing that they can still indulge in their favourite Indian sweet without having to feel guilty.
Taking this thought forward, Sugar Free, the single largest brand in the sugar substitutes’ category has announced its entertainment campaign ‘The Sweet Break-up’, a first of its kind 5 episode web series in India in the food space. This campaign marks the culinary journey of Sugar Free across 5 cities, where celebrity chef Kunal Kapur will be whipping 5 different speciality desserts by using Sugar Free products. The brand also has on board the famous foodie duo Rocky and Mayur. The web series will be unveiled on-air on 15th August.
As part of the campaign, Sugar Free will run a ‘dessert truck’ across 5 cities of India (Delhi, Lucknow, Kolkata, Bengaluru and Mumbai). In all 5 cities, the brand has tied up with 5 renowned sweet marts and Chef Kapur will create his rendition of the speciality sweet item using Sugar Free in every city.
With the first leg in Delhi, Chef Kapur created his version of Motichoor Laddoo by the famous Tewari Brothers followed by Lucknow where the chef recreated the famous Malai ki Gilori. Today, the dessert truck is stationed in the City of Joy, Kolkata. Chef Kapur visited the renowned sweet shop Balaram Mullick at Bhowanipore and recreated Sandesh with Sugar Free. He made the shop owner taste the sweet and the owner was amused that his speciality item could be made to perfection with Sugar Free.
In the days to come, the dessert truck will trail across Bengaluru and Mumbai where Chef Kapur will visit the popular sweet shops and reconstruct Tiramisu Peda (Misra Peda) and Chocolate Modak (Aaswad) using Sugar Free.