MAM
Mondelez India forays into snack bar category with Cadbury Fuse Fit
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.
Brands
Hard Rock kitchen appliances to enter India through EBG Group
Coffee machines and gadgets set to tap Rs 29,000 crore market
MUMBAI: EBG Group has partnered with Hard Rock International to bring a new range of Hard Rock branded coffee machines and small kitchen appliances to Indian consumers, marking the global brand’s entry into the country’s premium home appliance segment.
The partnership will see EBG Group design, develop, manufacture and distribute the appliances under a licensing agreement. The collaboration is backed by a planned investment of Rs 100 crore and is targeting revenue of Rs 500 crore over the next five years.
The companies are looking to tap into India’s fast growing premium home appliance market, estimated at around Rs 29,000 crore and expanding at an annual growth rate of about nine per cent. Their aim is to capture roughly five per cent market share in the coming years.
Globally, Hard Rock has built a strong presence across hospitality, entertainment, retail and lifestyle merchandise. The new venture extends the brand’s music inspired identity into everyday household products, bringing its distinctive design language to modern kitchens.
EBG Group founder and chief executive officer Irfan Khan said the collaboration blends brand appeal with product performance. “Hard Rock represents energy, authenticity and a globally aspirational lifestyle. Through this partnership we aim to introduce a differentiated portfolio of premium coffee machines and kitchen appliances that combine design, reliability and strong brand experience,” he said.
The upcoming product range will pair Hard Rock’s bold aesthetics with high performance technology and premium materials. The first phase of the launch will focus on key metropolitan markets, followed by expansion into other major cities.
Products will be available through leading retail chains, major e commerce platforms and select premium distribution channels, targeting urban consumers looking for appliances that deliver both performance and lifestyle appeal.
