After Cadbury Dairy Milk (CDM) Marvellous Creations earlier in August, Mondelez India Foods Pvt. Ltd has now introduced Cadbury Fuse on Wednesday, a premium bar chocolate, which is a fusion of, caramel, peanuts and chocolate cream, to compete with rival Mars Snickers. The product has been priced at Rs.20 for a 25-gram bar and Rs.35 for a 45 gm bar while Mars Snickers costs around Rs.35 for a 50 gm bar.
Prashant Peres, director-marketing (chocolate) at Mondelez said in an interview,
“CDM Silk revolutionized the tablet segment. This is what we want to do in the count line (bar chocolate) segment now,” although Snickers offers more grams for Rs. 35 as compared to Fuse, Peres said he is pretty confident of the value of money that Fuse would offer to the customers.
He further said, “With the Cadbury brand and with our ability in terms of understanding consumers, getting our marketing right as well as getting our distribution to ramp up, we’re very confident that we will be the ones to take charge of this segment. Realistically, we want to quickly ramp up to taking total leadership of the count line space in the way that we have in tablets. Tablets we’re in excess of 80% (market share). Our ambition is to get there with count line also.”
Peres is optimistic about the success of Cadbury Fuse in the market in spite of rivals like Mars having been in the premium count line space for long.