Fuse is a brand of chocolate bar manufactured by Cadbury in India since 2016. A different bar of the same name was produced in the United Kingdom between 1996 and 2006.
| Product type | Confectionery |
|---|---|
| Owner | Cadbury |
| Country | United Kingdom India |
| Introduced | 1996 (UK) 2015 (Promotional relaunch of 100 bars) 2016 (India) |
| Discontinued | 2006 (UK) |
| Related brands | List of Cadbury products |
| Tagline | "Don't blow a fuse, eat one." "Only eat while wearing rubber soled shoes." |
British Fuse
editThe original British product was a 70% solid bar of milk chocolate,[1] and 30%, sliced peanuts, raisins, crisp cereal and fudge pieces suspended within it.[1] Fuse was Cadbury's fastest selling new chocolate bar since the launch of Cadbury ‘Wispa’ in 1983.[1][2] The bar tested very well in research, with 82% rating it as excellent or very good and 83% proposing to purchase it regularly.[2]
Fuse was the subject of a large marketing campaign leading to a national rollout of the product on "FuseDay" - Tuesday 24 September 1996.[3]
[4] The unusually large marketing campaign was the subject of a documentary by TV Choice Ltd - The Marketing Mix at Cadbury's (1998).[5]
Forty million Fuse bars were sold in the first week of release.[4]
In September 1999 Cadbury launched Miniature Heroes[6] which were a response to rival Mars' Celebrations. Miniature Heroes contained miniature versions of various Cadbury chocolate bars including Fuse[7] which was featured in the selection until being retired in 2004.
Fuse bars were discontinued in November 2006.[8][9]
As of early 2010, there are various campaigns in progress to see its return to the shelves.[10][11]
In October 2015, Cadbury launched a Twitter campaign, #CadburyCraveyard, where fans could tweet the hashtag or comment on a qualifying Facebook post for which chocolate bar, out of Fuse or Marble, they wanted to resurrect for Halloween. The bar that proved to be most popular was Fuse, and it was then recreated using the same recipe and ingredients and distributed to 100 randomly selected winners. By July 2016 Cadbury had begun secret product testing and taste trials with select consumers across the UK to perfect the recipe prior to its public relaunch. [12]
Indian Fuse
editMondelez Ltd., the manufacturer of Cadbury products, launched Fuse in India in September 2016.
"I think now we have an opportunity here to create a premium product to what we had in 5 Star. I think Cadbury Fuse will do that for us and create a whole new segment," said Manu Anand, president, chocolate, Asia-Pacific, Mondelez International. It launched in an e-commerce portal, two weeks before it hit the shelves The 2016 Indian bar is different from the original.[13]
References
edit- ^ a b c "Cadbury Dairy Milk Centenary 1995 to 2004". Cadbury. 15 September 2022. Archived from the original on 28 November 2005. Retrieved 2 November 2005.
- ^ a b Cadbury.co.uk case study - product development, Archived from the original on 22 May 2007
- ^ @BBCArchive (24 September 2022). "OnThisDay in 1996, Working Lunch went behind the scenes as Cadbury's new Fuse chocolate bar readied for launch. Which now discontinued chocolate bar do you most fondly remember?" (Tweet). Retrieved 11 October 2022 – via Twitter.
- ^ a b Cadbury.co.uk case study - launch strategy, Archived from the original on 30 June 2007
- ^ Film: The Marketing Mix At Cadbury's, undated, accessed 7 December 2020
- ^ "Cadbury Heroes". Archived from the original on 2007-10-27. Retrieved 2008-02-02.
- ^ "1999 Cadbury Heroes launched". Cadbury. 2 November 2021. Archived from the original on 2 November 2021. Retrieved 5 July 2023.
- ^ "Cadbury Our Story: 1996 Cadbury Fuse is launched". Cadbury.co.uk. 6 November 2021. Archived from the original on 6 November 2021. Retrieved 8 December 2022.
- ^ "Chocolate Bars: Names of Chocolate Bars, Launch Dates, Interesting Facts". Archived from the original on 2008-09-21.
- ^ "Bring Back The Cadbury Fuse Bar Facebook Group".
- ^ "Chocablog: Bring back Cadbury Fuse!".
- ^ "Cadbury is bringing back Fuse or Marble for Halloween". 2015-10-28.
- ^ "Mondelez India unveils its new power packed premium countline brand 'Cadbury Fuse'".
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