In a mature and crowded confectionery market, Fuse is both a snacking countline and a chocolate bar. Developed to bolster Cadbury’s position against the consumer trend towards snacking, its target market is the 16-to-34 age group.
Launched on “Fuseday”, it used sponsorship from the Daily Mirror and Live TV, and a PR campaign involving national TV, radio and press coverage. It was the first national new product launch from Cadbury in over 20 years and it gained considerable trade commitment to display. More than 40 million bars were delivered to the trade in the first week of launch and achieved 75 per cent independent distribution within three days.
Cadbury claims 40 per cent of the UK population tried Fuse within the first two months of the launch, outselling both Mars and Kit Kat, to capture 6.5 per cent of all countline sales within the first eight weeks of sale. In the first three months of launch, consumers bought over 70 million units of Fuse.