Mars Chocolate Drinks & Treats is broadening its selection of protein-infused items by introducing the Snickers Hi Protein Low Sugar and Snickers Hi Protein Low Sugar White variants.
The company’s intention behind this release is to make a substantial impact on the market presence of Mars’ Snickers brand within the protein bar industry. This market segment is currently valued at £151.7 million in the UK, as indicated by data from Total Market and Convenience.
Crafted to deliver the well-known essence of Snickers with its blend of peanut, nougat, and caramel, the Snickers Hi Protein Low Sugar and Snickers Hi Protein Low Sugar White versions come in a fresh, reduced-sugar configuration. These bars have calorie counts of 217 and 218 calories respectively. Each bar contains a generous 20g portion of protein and a mere 2g of sugar.
Michelle Forest, 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 … we have the potential to significantly drive category penetration across both major multiples and impulse channels.”
Starting from November of this year, both bars will be accessible at Asda, and they will also be distributed through wholesale and convenience channels starting from August. The recommended selling price (RSP) for these bars is set at £2.79.