Mondelez launching Cadbury 'Fuse' to Take on Mars, Nestle

MUMBAI: Mondelez International, the maker of Cadbury chocolates, is launching ‘Fuse' in India to better compete with Mars and Nestle in the country's chocolate-coated peanut segment.

The chocolate bar was first launched in 1996 in the UK and 40 million bars were sold in the first week of release. However, it was discontinued a decade ago. "I think now we have an opportunity here to create a premium product to what we had in 5 Star. I think Cadbury Fuse will do that for us and create a whole new segment," said Manu Anand, president, chocolate, Asia-Pacific, Mondelez International.

Fuse will be sold on Snapdeal for two weeks before hitting store shelves. — Neha Tyagi