Mondelez International is launching what it describes as a “premium” chocolate brand in India, Cadbury Fuse.

The bar is a combination of peanuts, caramel and a “creamy centre” coated in Cadbury milk chocolate. 

“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,” Prashant Peres, director of marketing for Mondelez’s business in India, said.

“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.” 

Peres claimed Mondelez had been a “pioneer” in the Indian chocolate category and said the company launched the first centre-filled, aerated and “uniquely moulded” tablets available in the country. “We now have a one-of-its-kind countline bar made using extrusion technology, a first in India,” he added.

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By GlobalData

The company said the roll out will be supported by a 360-degree marketing campaign, including TV, outdoor and digital advertising as well as sampling and in-store promotion. 

The product is being introduced to India’s e-commerce sector via the Snapdeal platform. In the following three months it will be launched in 100,000 traditional and modern retail outlets. It is available with an RRP of INR0.20 (US$0.003) to INR0.35.