Building on the success of previous Limited Edition products, Mars has announced the launch of the new Mars Caramel.
The latest product innovation from Mars contains 100% chewy caramel coated in thick Mars Chocolate, and aims to capitalise on increasing consumer preferences for caramel.
Available in stores across the UK from the 10 September, the Limited Edition Mars Caramel has already had success in the US, Canada and Australia.
The Limited Edition market represents an opportunity for retailers, offering consumers a new product from a brand that they know.
The market for caramel confectionery products has grown every year for the last five years and is now worth over £145m.
With caramel now one of the top three flavours in the chocolate category, the new Mars Caramel aims to offer consumers looking for this flavour greater choice.
The Filled Bars category which was worth £880m in 2011 having achieved 5% year on year growth.
Limited Edition products help fuel category growth with Mars’ Limited Edition Snickers Maximus and Mars Triple Choc bringing in a further £7.5m last year alone.
The launch of Mars Caramel will be supported by a new Core Mars advert; the latest in Mars’ ‘Work Rest Play Your Part’ campaign and a bespoke press campaign running across all major titles to further drive consumer demand.