Global confectionery major Mondelez has launched a new brand Cadbury Fuse in India, expanding its premiumization in the countline space.
Cadbury Fuse is a fusion of crunchy peanuts, smooth caramel and a creamy center, all coated in rich Cadbury milk chocolate.
Mondelez India marketing (Chocolates) director Prashant Peres said: “The launch of Cadbury Fuse, an exciting new brand will mark our journey of premiumization in the countline space. Globally, the impulse countline market is 9 times the size of impulse tablets market.
“Our Cadbury Dairy Milk Silk revolutionized tablets which is defined for the “For Us” need state. With a growing consumer trend of individualistic consumption and indulgence, we are now ready with a mix that will change the countline in the “For Me” need state.
“This product has been developed by our global teams based on deep insights on the changing Indian consumer,”
The company said that the newly launched brand will be supported by a 360-degree communication campaign.
The campaign is designed to demonstrate the superior FEAST experience, which will include a new TVC, innovative Outdoor & Digital campaigns, strong in-store visibility and extensive sampling.
Mondelez intends to target the brand’s core audience – urban youth- with the campaign.
Peres added: “Being the pioneer of chocolates in the country, we have launched multiple successful formats over the years.
“Our recent successes include India’s first center-filled, India’s first aerated chocolate and uniquely molded tablets. We now have a one of its kind countline bar made using extrusion technology, a first in India.”
The Cadbury Fuse packaging will feature distinctive purple with pink and white stripes.
Initially, Cadbury Fuse, priced at Rs. 20 and Rs. 35, will be sold online through on e-commerce platform Snapdeal.
The company plans to make available the new brand at 100,000 traditional trade and modern trade stores in three months.
