Mars’ only savoury snack product in the UK – Combos – will be advertised on TV for the first time in April.
Combos, distributed and promoted by biscuit and cake company Carrs Foods, will appear on GMTV with ads by Mars’ roster agency D’Arcy Masius Benton & Bowles.
Mars granted Carrs exclusive distribution rights in the UK because the savoury crackers, a $100m (65m) brand in the US, do not sit comfortably with its range of products in this country.
Combos are being targeted at the premium savoury snacks market, against brands such as Phileas Fogg.
Sainsbury’s, Tesco, Safeway and convenience stores will list them.
Peter Lawson, divisional director for biscuits at Carrs Foods, says advertising is unlikely to use the Mars name because Combos is a strong enough brand to stand alone.