One thing: a Box of 4. Four chocolate cubes, each with an M pressed into the top face by the mould. You either take four cubes of a single flavour, or the assorted box with one of every flavour. There is nothing larger and nothing smaller.

Meltyk Muse, solid dark chocolate the whole way through. Caramel Crunch, a caramel centre with a crunch running through it. Fruit & Nut, packed edge to edge with whole nuts and dried fruit. And Protein, a crunchier cube built around nuts, seeds and puffed grains.

Not at the moment. A box is either four of one flavour or one of each. Those are the two options. Build-your-own is something we would like to offer once the first run is out.

Because we would rather make one format properly than five adequately. Every flavour is the same shape and the same size, so it followed that every box should hold the same count. Four is enough to share and small enough to hand over without ceremony.

Every box is the same price whichever flavour you pick, and the first run is going out below the list price. You will see the exact figure on the box itself. Delivery is worked out at checkout from your address, and it is free once the order passes ₹999.

Because of what goes into the cube, and how much of it there is. We use premium chocolate rather than compound, and the cube is solid the whole way through — dense and heavy for its size rather than whipped up with air to look bigger than it is. You notice it in your hand before you taste it.

That density is the whole point. One cube goes considerably further than its size suggests: it satisfies you, and it still leaves you wanting the next one. A box of four is four of those moments, rather than one large bar you finish without really noticing.