With this move, Mondelez India aims to develop the current niche and growing snack bar segment, with more and more consumers opting for healthy snacking options.
Mondelez India announced its foray into the snack bar category with the launch of the new Cadbury Fuse Fit. With Cadbury milk chocolate as a bedrock, the snack bar packs together the peanuts and almonds that make for 50% of the bar, fulfilling 10% of the daily protein requirement.
Anil Viswanathan, Senior Director – Marketing, Mondelez India, said, “Consumers are now increasingly looking for on-the-go snacks that could be for mid-morning hunger, mental stimulation or even to break fatigue, as they spend the most time at home. With that, they are also making discerning snacking choices that deliver both – goodness & taste – a pandemic-infused change that is here to stay. As a snacking leader that has defined eat experiences in the country, striking the right chord with the ever-evolving consumer palate, we truly believe that there exists an untapped potential for the category that we are well poised to fulfill. By extending our play into this niche segment, with Cadbury Fuse Fit, we are set to yet again bring alive our vision to empower our consumers with more choice and solidify brand love for our products.”
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Cadbury Fuse Fit is being launched in two variants of Almonds and peanuts, and Cranberry and Nuts in a transparent packaging. The snack bar is priced at INR 50 for 40 gms.
The launch of Cadbury Fuse Fit will be supported by a 360-degree communication campaign, that includes digital activation, outdoor, tie-ups in the fitness ecosystems like gyms and apps, and influencer engagement initiatives, in addition to consumer sampling to drive trials via multiple channels.