Mars UK is understood to be gearing up for a major assault on the chocolate market next year with the launch of a new Mars variant. It is thought that a new brand called Mars Fling is currently being tested in Australia and will be introduced early next year.
The launch is a “two stick” chocolate bar that has a light biscuit base and a whipped nougat topping. It is understood the product will be aimed at women, who are understood to have responded well to the launch of Mars Delight three years ago.
Industry insiders say Mars has described it as its “biggest launch” for some time. It is expected to receive significant advertising support, including TV, outdoor and press.
Mars spent £15m on the launch and first-year support for Mars Delight in 2004.
The company has been expanding the products under the Mars brand over the past three years. The first launch was Delight and this was followed by the launch of Mars Planets, a bite-size product, earlier this year. It has also launched smaller versions of its key brands, Mars, Mars Delight, Twix, Galaxy, Bounty, Ripple and Milky Way in a bid to respond to demand for “responsible” snacking products.
Mars is also expected to unveil a variants of sweet brand Chewsers, which was launched earlier this year (MW February 27).