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Mondelez India unveils premium countline-category product Cadbury Fuse
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Friday, 30 September, 2016, 08 : 00 AM [IST]
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Our Bureau, Mumbai
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fiogf49gjkf0d Mondelez India launched Cadbury Fuse, a premium product in the countline category. It is a fusion of peanuts, caramel and a creamy centre, coated in rich Cadbury milk chocolate.
Drawing on Cadbury’s equity, the packaging of Cadbury Fuse is purple in colour, with pink and white stripes.
It will first be available at two price points - Rs 20 and Rs 35 - on e-commerce platform Snapdeal, followed by 100,000 traditional trade and modern trade stores in three months.
Prashant Peres, director, marketing (chocolates), Mondelez India, 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 the impulse tablet market. Cadbury Dairy Milk Silk revolutionised tablets, which are for the for us need state,” he added.
“With the 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,” Peres stated.
“This product has been developed by our global teams based on deep insights on the changing Indian consumer,” he added.
“Being the pioneer of chocolates in the country, we have launched multiple successful formats over the years,” Peres said.
“Our recent successes include India’s first centre-filled chocolate, India’s first aerated chocolate and molded tablets,” he added.
“We now have a one-of-its-kind countline bar made using extrusion technology, a first in India,” Peres said.
The launch of Cadbury Fuse will be supported by a 360-degree communication campaign, designed to demonstrate the superior feast experience.
It will include a new TVC, 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 that will not just satisfy their craving but give them the chocolaty feast experience.
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