Mondelez unveils countline brand Cadbury Fuse

Keeping the changing consumer behaviour in mind, Mondelez India has come up with a premium product in the countline category.

Called Cadbury Fuse, it is a fusion of crunchy peanuts, smooth caramel and a creamy centre. “All these are coated in Cadbury milk chocolate,” said Director (Marketing — Chocolates) of Mondelez India, Prashant Peres.

With this launch on Wednesday, Mondelez marks its journey of premiumisation in the countline space.

“The impulse countline market is nine times the size of the impulse tablets market. When we introduced Silk, it revolutionised the tablets market, and we are hopeful that Fuse will revolutionise the countline category,” Peres said, adding that Mondelez India enjoys 65% share in the market. Cadbury Dairy Milk enjoys 41% share in the overall market, and Silk alone 14%.

“If you take the fusion of peanuts and chocolate, the market is very small, may be less than 2%,” said Peres. When asked whether Fuse will be taken to other countries, Peres said that the product is only for India at present, and depending on its success, it might be launched in other countries.

Priced at Rs 20 and Rs 35, Cadbury Fuse is likely to hit the shelves on October 1, and is available on ecommerce platform Snapdeal. “It will be available in one lakh traditional trade, and modern trade stores, in three months,” he said.