Mondelez India unveils its new power packed premium countline brand 'Cadbury Fuse'

Business Wire India
Mondelez India today announced the launch of its new brand Cadbury Fuse , a premium product in the countline category. Cadbury Fuse is a delicious fusion of crunchy peanuts, smooth caramel and a creamy center, all coated in rich Cadbury milk chocolate. Cadbury Fuse is the perfect indulgent bar to brighten dull moments.

“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,” said Prashant Peres, Director - Marketing (Chocolates), Mondelez India.

“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,” added Mr. Peres.

The launch of Cadbury Fuse will be supported by a 360-degree communication campaign, designed to demonstrate the superior FEAST experience, which will include a new TVC, innovative Outdoor & 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, that will not just satisfy their craving but give them the Chocolaty FEAST experience.

Drawing on our Cadbury equity, the Cadbury Fuse packaging has distinctive purple with pink and white stripes which gives it a vibrant look that will make it stand out on shelf.

Cadbury Fuse will be first available on e-commerce platform Snapdeal, followed by 100,000 traditional trade and modern trade stores in three months. Priced at Rs. 20 and Rs. 35, Cadbury Fuse is all set to give consumers an unforgettable Chocolaty FEAST.

About Mondelēz International

Mondelēz International, Inc. (NASDAQ: MDLZ) is a global snacking powerhouse, with 2015 net revenues of approximately $30 billion. Creating delicious moments of joy in 165 countries, Mondelēz International is a world leader in biscuits, chocolate, gum, candy and powdered beverages, with billion-dollar brands such as Oreo, LU and Nabisco biscuits; Cadbury, Cadbury Dairy Milk and Milka chocolate; and Trident gum. Mondelēz International is a proud member of the Standard and Poor’s 500, NASDAQ 100 and Dow Jones Sustainability Index. Visit or follow us on Twitter at
About Mondelez India Foods Private Ltd.

Mondelez India Foods Private Limited (formerly Cadbury India Ltd.) is a part of Mondelēz International, a world leader in biscuits, chocolate, gum, candy and powdered beverages. The company in India operates in four categories – chocolate, beverages, biscuits and candy and is chocolate category leader. Cadbury Dairy Milk, Cadbury Dairy Milk Silk, Cadbury Celebrations, Cadbury Bournville, Cadbury 5 Star, Cadbury Perk, Cadbury Gems, Cadbury Glow are some of the company’s chocolate brands in India. The company’s beverage portfolio consists of Bournvita and Tang. Cadbury Oreo & Bournvita Biscuit is a part of its biscuit portfolio and Halls and Choclairs Gold make up its candy portfolio. For more information, please visit .

Photo Caption: Prashant Peres, Director - Marketing (Chocolates), Mondelez India launching Cadbury Fuse

(Attn.editors: The above press release comes to you under an arrangement with Business Wire India. THE HINDU takes no Editorial responsibility for the same.)

Published on September 28, 2016


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