Haldiram’s UK has introduced Malai Chum Chum as the latest addition to its chilled sweets range, expanding its portfolio of Indian desserts available in the UK market.
Malai Chum Chum is made using cottage cheese dumplings served in condensed milk and garnished with saffron and pistachio. The company said the product has been developed using premium ingredients and is positioned as a ready-to-eat chilled dessert.
According to Haldiram’s UK, the launch is the first in a series of new product introductions planned for 2026, as the company looks to expand its chilled sweets offering and respond to changing consumer preferences.
“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 for the UK and Europe.
The launch comes as the UK confectionery market continues to grow. According to data cited by the company, the sugar confectionery segment is forecast to expand at a compound annual growth rate of 2.6%, increasing from £1.9bn in 2024 to nearly £2.6bn by 2035.
Malai Chum Chum is now available through Asian grocery retailers across the UK.
