Mars Inc has added to is confectionery stable in the UK with the launch of a Mars Caramel bar.
The product, which, according to Mars has already had success in the US, Canada and Australia, will be available from 10 September as a limited edition.
Through the launch, Mars is hoping to capitalise on the UK market for caramel confectionery products, which it says has grown each year for the last five years and is currently worth GBP145m (US$228m).
This is the second limited edition launch for Mars in the UK this year. The confectionery giant rolled out Galaxy Flutes in March, a product it hopes will meet demand for lighter on-the-go snacks.
MARS RELEASES LIMITED EDITION MARS® CARAMEL
Building on the huge success of previous Limited Edition products, Mars is excited to announce the launch of the new MARS® Caramel. The latest product innovation from Mars contains 100% chewy, buttery caramel coated in thick, delicious Mars Chocolate, and capitalises on increasing consumer preferences for caramel.
Available in stores across the UK from the 10th September, the Limited Edition Mars® Caramel has already had tremendous success in the US, Canada and Australia. The Limited Edition market represents a huge opportunity for retailers, enticing consumers with new and exciting products from brands that they know and trust
The market for caramel confectionery products has grown every year for the last five years and is now worth over £145million. With caramel now one of the top three flavours in the chocolate category, the new MARS® Caramel offers consumers even greater choice from a trusted brand.
Bep Dhaliwal, Trade Communications Manager, Mars Chocolate comments: "Consumers are always excited by novelty chocolate creations, particularly those from their favourite brands. Limited Edition products that tap into growing consumer preferences for new flavours and varieties, like MARS® Caramel, appeal to both new and existing customers."
Mars continues to lead 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' successful Limited Edition SNICKERS® MAXIMUS and MARS® Triple Choc bringing in a further £7.5 million 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.
