Prashant Peres said Fuse marked Cadbury India's 'journey of premiumisation in the countline space'.
Mondelēz has launched its premium chocolate countline Cadbury Fuse in India.
Cadbury Fuse is a combination of crunchy peanuts, smooth caramel and a creamy centre, all coated in rich Cadbury milk chocolate.
The launch of Cadbury Fuse will be supported by a 360° communication campaign, designed to demonstrate the superior Feast experience, which will include a new TV commercial, innovative outdoor and digital campaigns, strong in-store visibility and extensive sampling, targeting the brand’s core audience – urban youth – who are always on the move and constantly looking for a quick snack, Cadbury said.
Mondelēz India director of marketing for chocolates Prashant Peres said: “The launch of Cadbury Fuse, an exciting new brand will mark our journey of premiumisation in the countline space. Globally, the impulse countline market is nine times the size of impulse tablets market. Our Cadbury Dairy Milk Silk revolutionised 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.
“Being the pioneer of chocolates in the country, we have launched multiple successful formats over the years. Our recent successes include India’s first centre-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.”
Cadbury Fuse will be first available on e-commerce platform Snapdeal, followed by 100,000 traditional trade and modern trade stores in three months. It will be priced at INR 20 ($0.30) and INR 35 ($0.53).
© FoodBev Media Ltd 2024