Mars and Cadbury get into twist with latest launches

Starburst%20TwistedMars UK is gearing up for the launch of a product that contains three flavours in one sweet. Starburst Twisted is due to be launched later this spring.

The launch could cause problems with rival confectionery giant Cadbury, which is due to launch a new chocolate bar called Creme Egg Twisted after Easter (MW January 24).

It is thought that the products will be launched within weeks of each other. Insiders are unclear whether either company is aware of the rival launch.

Mars’ Starburst Twisted is understood to have a marbled outer shell that contains two flavours and a differently flavoured liquid centre. It is similar to Choozers, the new sweet brand that was launched last year.

The range will be supported by a TV campaign, which is due to break around the launch. Insiders say that it is hoped the range will boost interest in both Starburst and Choozers.

Choozers was launched last year to exploit the growing marketing for liquid-filled products (MW February 22, 2007). It appeared at the same time as launches of liquid-filled Mentos and Fruitella from rival Chupa Chups Perfetti van Melle. Cadbury also launched into the market last year with its Trident chewing gum, which has a liquid-filled variant.

Separately, the Cadbury’s launch aims to introduce Creme Egg as a permanent brand. It is currently available as an egg between January and Easter and as a Cadbury Dairy Milk variant from Easter to January.

Recommended

Havas reports record organic growth

Marketing Week

Havas, the worlds sixth largest marketing services group, has reported “record organic growth” of 7.1% in its full year results for 2007. Its performance was driven by strong growth in Asia Pacific and a good performance by its digital division.

Axe falls on The Business magazine

Marketing Week

Financial weekly magazine The Business has been axed after 12 years. It will be replaced by a new monthly title, Spectator Business. The magazine, owned by the Barclay brothers’ Press Holdings Media and published by Andrew Neil, will produce its last issue this week. A small number of redundancies are expected. It is reported that […]

Comments

    Leave a comment