Mars Chocolate Drinks and Treats (MCD&T) is launching a new ‘Secret Centre Biscuits’ range into the Special Treats sub-category.
Worth £207m to the Sweet Biscuit category, Special Treats is one of the fastest growing sub-categories.
Michelle Frost, General Manager at MCD&T, said: “Observing the growth of the Special Treats subcategory, we have developed new Mars Secret Centre Biscuits to offer Mars fans something a little more indulgent in their biscuit choice.
“The sub-category is adding incremental growth to the sweet biscuit category and has accelerated by 46% over the last four weeks alone. In financially challenging times, this growth is credited to the lipstick effect; when consumers seek to reward themselves with smaller treats and pick-me-ups, where shoppers will trade up to a more indulgent option, such as a fully coated biscuit.
“This makes for a really exciting time for retailers to be investing more into the category, and introducing the much-loved taste of our confectionery brand favourites to their customers in new formats!”
New Mars Secret Centre Biscuits are made with chocolate, caramel and nougat flavours, wrapped in a coating of Mars milk chocolate.
Mars Secret Centre Biscuits will be available alongside Bounty Secret Centre Biscuits, filled with a coconut centre and covered in milk chocolate.
Each 132g pack of Mars and Bounty Secret Centre Biscuits contains eight biscuits, with an RRP of £1.69. They will be available exclusively at Home Bargains from 22 July and will then roll out in B&M and Poundland from 20 August.
