Cadbury's Fuse

Cadbury's Fuse

Fuse was a chocolate bar produced by Cadbury Schweppes in the UK. The product was unusual for being a solid bar of chocolate containing suspended within it nuts, raisins, crisp cereal and fudge pieces [http://www.cadbury.co.uk/EN/CTB2003/learning_zone/case_study/Product+development.htm Cadbury.co.uk case study - product development] , undated, accessed 9 July 2007] rather than having these ingredients simply coated with chocolate.

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 leading to a national rollout of the product on "FuseDay" - Tuesday 24 September 1996. [http://www.cadbury.co.uk/EN/CTB2003/learning_zone/case_study/The+launch+strategy.htm Cadbury.co.uk case study - launch strategy] , undated, accessed 9 July 2007]

The unusually large marketing campaign was the subject of a documentary by TV Choice Ltd - The Marketing Mix at Cadbury's (1998). [ [http://www.tvchoice.uk.com/erol.html#557X1402 www.tvchoice.uk.com] , undated, accessed 9 July 2007]

Forty million "Fuse" bars were sold in the first week of release. The brand was discontinued in 2006. [citeweb|title=Chocolate Bars: Names of Chocolate Bars, Launch Dates, Interesting Facts|url=http://www.chocobloc.com/PUBLIC/chocolate_bars_launch.html]

References


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