Haldiram’s UK enters luxury tier with Malahi Chum Chum dessert
Haldiram’s UK, a brand synonymous with authentic Indian confectionery for over eight decades, has announced its entry into the luxury dessert space with the launch of Malai Chum Chum.
The new addition marks the beginning of an ambitious 2026 product roadmap aimed at premiumising the brand’s chilled sweets portfolio for a growing European audience.
The Malai Chum Chum is described as an “ultra-soft” chilled delicacy, featuring hand-crafted cottage cheese dumplings that are gently rolled and immersed in a rich, velvety condensed milk. To elevate the sensory experience, each serving is garnished with premium saffron and pistachios, targeting consumers who are increasingly looking for “affordable luxury” in their everyday treats.
Rhea Agarwal, director of business development for the UK and Europe, noted that this launch is a milestone in the brand’s mission to bridge traditional flavours with modern consumer expectations. Agarwal, who is leading the 2026 development line-up, emphasised that the goal is to make authentic Indian sweets accessible and exciting for a wider, more diverse demographic.
The timing of the launch aligns with significant shifts in the UK confectionery landscape. While the broader sugar-based sweets market is projected to reach nearly £2.6 billion by 2035, a key driver of this growth is the demand for premium, ready-to-eat chilled options.
Recent market data suggests that even during periods of economic caution, UK consumers are prioritising “indulgent purchases” — specifically those with high-quality ingredients and craft production methods. Haldiram’s move into the chilled luxury tier reflects this trend, moving the brand beyond the “snack” category and into the “experience-led” dessert market.
Malai Chum Chum is now rolling out exclusively across leading Asian grocery stores throughout the United Kingdom. This launch is the first of several high-profile innovations expected from the brand this year as it continues to expand its footprint in the British and European retail sectors.
