Mars to add smoothies to Starburst sweet range

Mars UK is extending its Starburst sweets brand into fruit smoothies. It is understood that the new range is set to launch with a significant marketing spend, early next year.

The new product is thought to be a 100% pure fruit smoothie that will target young adults and children, with similar flavours to the fruit chews. The move will aim to improve Mars’ offering in the better-for-you snacks market.

The launch will build on its first move into the drinks market earlier this year. Starburst Drink, which was launched during the summer, is a combination of fruit juice and dairy ingredients. It comes in two flavours, Outrageous Orange and Pineapple, and Sensational Strawberry and Raspberry.

Industry experts say that Mars is one of a number of companies looking to extend into the £185m smoothies market. The sector is currently dominated by Innocent, which has a 72% share (IRI).

There is expected to be a raft of new products, including iced smoothies, such as Unilever’s Solero Smoothie ice-lolly – launched earlier in the year – which is aimed at children and contains only natural flavours and colours. Richmond Foods also launched an iced fruit smoothie under the Skinny Cow brand.

Mars has increased focus on its sugar confectionery range over the past year. It has revamped all of its sharing products into “hanging pouches” and it also launched its first new brand in the category, Choosers, earlier this year (MW February 22).

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here