| Type | Confectionery |
|---|---|
| Country | United Kingdom |
| Introduced | 1996 |
| Discontinued | 2006 |
| Related brands | List of Cadbury products |
Fuse was a brand of chocolate bar manufactured by Cadbury in the United Kingdom. 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.[4]
As of early 2010, there are various campaigns in progress to see its return to the shelves.[5][6]