Cadbury's Fuse

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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[1] 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.[1]

Fuse was the subject of a large marketing campaign leading to a national rollout of the product on "FuseDay" - Tuesday 24 September 1996.[2]

The unusually large marketing campaign was the subject of a documentary by TV Choice Ltd - The Marketing Mix at Cadbury's (1998).[3]

Forty million Fuse bars were sold in the first week of release.[2] The brand was discontinued in 2006.[citation needed]

[edit] References

  1. ^ a b Cadbury.co.uk case study - product development, undated, accessed 9 July 2007
  2. ^ a b Cadbury.co.uk case study - launch strategy, undated, accessed 9 July 2007
  3. ^ www.tvchoice.uk.com, undated, accessed 9 July 2007
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