Fuse is a brand of

chocolate bar A chocolate bar (Commonwealth English) or candy bar (some dialects of American English) is a confection containing chocolate, which may also contain layerings or mixtures that include nuts, fruit, caramel, nougat, and wafers. A flat, easily brea ...

manufactured by

Cadbury Cadbury, formerly Cadbury's and Cadbury Schweppes, is a British multinational confectionery company fully owned by Mondelez International (originally Kraft Foods) since 2010. It is the second largest confectionery brand in the world after Mar ...

in India since 2016. A different bar of the same name was produced in the United Kingdom between 1996 and 2006.

British Fuse

The original British product was a 70% solid bar of

milk chocolate Milk chocolate is a solid chocolate confectionery containing cocoa, sugar and milk. Chocolate was originally sold and consumed as a beverage in pre-Columbian times, and upon its introduction to Western Europe. Major milk chocolate producers incl ...

, and 30%,

peanut The peanut (''Arachis hypogaea''), also known as the groundnut, goober (US), pindar (US) or monkey nut (UK), is a legume crop grown mainly for its edible Seed, seeds. It is widely grown in the tropics and subtropics, important to both small ...

raisin A raisin is a dried grape. Raisins are produced in many regions of the world and may be eaten raw or used in cooking, baking, and brewing. In the United Kingdom, Ireland, New Zealand, and Australia, the word ''raisin'' is reserved for the d ...

s, crisp cereal and

fudge Fudge is a type of confection that is made by mixing sugar, butter and milk, heating it to the soft-ball stage at , and then beating the mixture while it cools so that it acquires a smooth, creamy consistency. In texture, this crystalline cand ...

pieces suspended within it. Fuse was Cadbury's fastest selling new chocolate bar since the launch of Cadbury ‘

Wispa Wispa is a brand of chocolate bar manufactured by British chocolate company Cadbury. Using aerated chocolate, the bar was launched in 1981 as a trial version in North East England, and with its success it was introduced nationally in 1983. I ...

’ in 1983.Cadbury.co.uk case study - product development
Archived from the original on 22 May 2007 The bar tested very well in research, with 82% rating it as excellent or very good and 83% proposing to purchase it regularly. Fuse was the subject of a large

marketing campaign Marketing is the process of exploring, creating, and delivering value to meet the needs of a target market in terms of goods and services; potentially including selection of a target audience; selection of certain attributes or themes to empha ...

leading to a national rollout of the product on ''"FuseDay"'' - Tuesday 24 September 1996. Cadbury.co.uk case study - launch strategy
Archived from the original on 30 June 2007 The unusually large marketing campaign was the subject of a documentary by TV Choice Ltd - The Marketing Mix at Cadbury's (1998).
undated, accessed 7 December 2020 Forty million ''Fuse'' bars were sold in the first week of release. The brand was discontinued in 2006. As of early 2010, there are various campaigns in progress to see its return to the shelves. In October 2015, Cadbury launched a Twitter campaign, #CadburyCraveyard, where fans could tweet the hashtag or comment on a qualifying Facebook post for which chocolate bar, out of Fuse or Marble, they wanted to resurrect for Halloween. The bar that proved to be most popular was Fuse, and it was then recreated using the same recipe and ingredients and distributed to 100 randomly selected winners. By July 2016 Cadbury had begun secret product testing and taste trials with select consumers across the UK to perfect the recipe prior to its public relaunch.

Indian Fuse

Mondelez Mondelez International, Inc. ( ), often styled Mondelēz, is an American multinational confectionery, food, holding and beverage and snack food company based in Chicago. Mondelez has an annual revenue of about $26 billion and operates in ...

Ltd., the manufacturer of Cadbury products, launched Fuse in India in September 2016. "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. It launched in an e-commerce portal, two weeks before it hit the shelves The 2016 Indian bar is different from the original.

References

Brand name confectionery Cadbury brands British confectionery Chocolate bars Products introduced in 1996 Mondelez International brands {{Confection-stub