Mars Chocolate Drinks & Treats is expanding its range of protein products with the launch of Snickers Hi Protein Low Sugar and Snickers Hi Protein Low Sugar White.
The company noted that the protein bar market continues to go from strength to strength, with value and unit sales increasing by 14% and 9% respectively, in a market now worth £151.7m in the UK. As the 2nd best-selling single chocolate bar in the UK, the Snickers brand is aiming to “drive significant category penetration” with the new low sugar format.
Snickers Hi Protein Low Sugar (217 kcals) and Snickers Hi Protein Low Sugar White (218 kcals) contain all the caramel, nougat, and peanut flavours from the original Snickers bar but with 20g of protein and only 2g sugar.
Both bars are rolling out in the wholesale and convenience channels with an RSP of £2.79. They will be available in Asda from November
Michelle Frost, General Manager at Mars Chocolate Drinks & Treats, said: “Although the protein bar market is growing, take-home penetration figures over the past 12 months show a relatively flat scenario at an average of 5.1%. Even with notable launches to the market, they have not attracted significant numbers of new consumers.
“We believe that with our world-renowned trusted Snickers brand, coupled with 20g protein and only 2g sugar, we have the potential to significantly drive category penetration across both major multiples and impulse channels.”
NAM Implications:
- Even a brand as big as Snickers can benefit from a line extension.
- Begging the question ‘are others doing enough in the New Norm?’
- Well?
