Mars has announced the launch of the new Limited Edition Mars Triple Choc, a twist on the distinctive Mars Bar, chocolate nougat and chocolate caramel, covered in thick milk chocolate.
The Mars Bar remains the UK’s number one selling chocolate bar, and the launch of the Mars Triple Choc Limited Edition aims to build on the strength of the Bars category, which has seen growth of 13% over the last three years.
Innovation in the chocolate category is key to exciting and engaging consumers, as evidenced by the launch of the Snickers Maximus Limited Edition earlier this year.
NPD has been identified as a key contributor to market growth, accounting for 11% of value sales in 2010 and the launch of new Mars Triple Choc looks set to build on this.
Bep Dhaliwal, trade communications manager, said:
“Innovation is key in the market, but it can only take place on top of a successful and established brand portfolio.
“As the UK’s number one bar, the iconic Mars Bar is perfectly suited to innovation like this and this new delicious chocolatey variant is sure to be a big hit with consumers.
“It also presents retailers with a great opportunity to drive sales return and boost the growth of the Bars category as a whole.”
The launch of Mars Triple Choc follows a successful year for the Mars brand, which has enjoyed £9m media investment throughout 2011.
In March, the Mars brand built on its association with football with the launch of ‘Mars Win & Play With Your Heroes’, which gave consumers the chance to win prizes, such as the opportunity to take part in a 90 minute football game at Wembley stadium with England players.
In 2009, Mars entered a five year partnership with The F.A., and in February 2011 Mars built on this with the Just Play initiative designed to arrest the decline in adult football.