Cadbury poised to unveil new chocolate countline

Cadbury is preparing to unveil a new countline called Fuse in what is tipped to be the biggest confectionery launch for years.

The project is shrouded in secrecy, after a clampdown from the company. Trade insiders blame this on suspicions of leaks to rival Nestlé Rowntree, which in Cadbury’s view knows too much about the launch.

It is understood Fuse will be supported by above- and below-the-line activity, with TV advertising through Cadbury roster agency EURO RSCG. The agency refused to comment.

According to one source: “This is the first decent launch in this market since Cadbury brought out Wispa Gold in 1995.” He says it will overshadow the launch of Darkness, Cadbury’s planned dark chocolate assortments brand (MW March 15).

Cadbury is committed to supporting some brands with TV advertising but overall has slashed its spend. Money is being sunk into promotions and sponsorship, such as the 10m deal with Granada’s Coronation Street.

A further example of this change of direction was this year’s relaunch of Boost, backed by the sponsorship of the Yamaha team in the British Superbike Championship.

The company is understood to be preparing a generic advertising campaign, extolling the virtues of “Cadburyness” (MW June 21), for screening later this year.