Mondelez India, the market leader in the ₹7,500-crore chocolate market in India, announced the launch of its new brand Cadbury Fuse, a premium offering in the company’s countline category which includes 5 Star, Perk and the recently launched Marvellous Creations.
Fuse will compete head on with Snickers, a popular peanut and chocolate bar from Mars Inc and the more recently launched Munch Nuts peanut and chocolate bar from Nestle.
Describing Cadbury Fuse as a fusion of crunchy peanuts, smooth caramel with a creamy centre, all coated in rich Cadbury milk chocolate, Prashant Peres, Director – Marketing (Chocolates), Mondelez India, said: “The launch of Fuse, will mark our journey of premiumisation in the countline space. “Globally, the impulse purchase countline market is 9 times the size of impulse tablets market. Our Cadbury Dairy Milk Silk revolutionised tablets which is defined for “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 category in the “For Me” need state.”
Priced at ₹20 for a 25-gm bar and ₹35 for a 45-gm bar, Fuse is available for sale on Snapdeal, followed by 100,000 traditional trade and modern trade stores in three months.
Fuse was first launched in the UK in 1996 and discontinued a decade ago.
However, Peres said, while the name Fuse existed in the company’s product portfolio some time ago, the Fuse launched today is not the same product, but a new chocolate made with extrusion technology.
He said, the name Fuse came up from consumer feedback during trials, that it is a great fusion of tastes and textures.
The chocolate + peanut segment constitutes less than 2 per cent of the overall chocolate market. Mondelez India has 65 per cent share of the chocolate market, that is growing at 9 per cent YoY.