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Mondelez India forays into snack bar category with Cadbury Fuse Fit

Aims to develop the current niche & growing snack bar segment, with evolving consumers palate.

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Mumbai: Mondelez India on Thursday announced its foray into the snack bar category with the launch of the new Cadbury Fuse Fit. The company said it aims to develop the current niche and growing snack bar segment, with the evolving consumer palate choosing ‘healthier’ alternatives in daily snacking.

With Cadbury milk chocolate as a bedrock, the snack bar packs together the goodness of peanuts and almonds that make for 50 per cent of the bar, fulfilling 10 per cent  of daily protein requirement, said the chocolate brand.

“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," said Mondelez India senior director – marketing, Anil Viswanathan. "We truly believe that there exists untapped potential for the category that we are well poised to fulfill. 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."

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 & apps, and influencer engagement initiatives, in addition to consumer sampling to drive trials via multiple channels, said the company.

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