Haldiram’s UK, renowned for over 80 years of authentic Indian sweets, is introducing Malai Chum Chum, a luxurious addition to its expanding Chilled Sweets line.
Soft, Silky and Irresistible
Malai Chum Chum features soft cottage cheese dumplings, gently rolled and garnished with saffron and pistachio, all immersed in rich condensed milk. Crafted using only carefully sourced, premium ingredients, this dessert is ultra-soft, light, fluffy and decadently creamy – perfect for those seeking a touch of indulgence.
A Sweet Milestone
This launch is the first in a 2026 series designed to enhance Haldiram’s already popular sweets portfolio. Fresh innovations like Malai Chum Chum demonstrate the brand’s commitment to broadening its chilled sweet range and meeting evolving consumer tastes.
“Malai Chum Chum represents our dedication to bringing authentic Indian flavours to a wider audience in the UK and Europe. As part of our commitment to innovation, I’m proud to be leading the lineup of new product developments for Haldiram’s in the UK this year. This launch is just the beginning of an exciting journey as we expand our sweets range,” said Rhea Agarwal, Director of Business Development, UK & Europe.
The UK confectionery landscape continues to grow steadily, with sugar-based sweets projected to expand at a 2.6% CAGR, rising from 1.9 billion to 2024 to nearly £2.6 billion by 2035. This release aligns with consumer demand for premium, ready-to-eat chilled dessert, reflecting the wider trend toward indulgent, innovative sweets in the UK. (Source: IndexBox – Blog, Candy, Sweets and Non-chocolate Confectionery for UK.)
Indulge in Luxury – Order Malai Chum Chum Today
Experience the perfect balance of tradition and indulgence with Haldiram’s Malai Chum Chum. Available now at leading Asian grocery stores across the UK only.
Explore the full range at www.haldiramuk.com and treat yourself to a dessert crafted for all your senses.
