Consumers will be seeing double when they purchase a kingsize Mars or Snickers bar in the new year, although they won’t be getting any more product for their money.
As from January 2006, the chocolate bars will be sold in a two-piece format and rebranded as Snickers and Mars Duo in an attempt by Masterfoods to widen the eating occasions for the larger formats.
They will come in innovative snap-pack wrappers, specially designed to snap cleanly in half, giving consumers who can’t manage a whole bar in one the choice to go for the option to save some for later or share with a friend.
The size of the bars will remain the same, with Snickers Duo available in a 2 x 50g format instead of 100g, and Mars Duo in 2 x 42.5g portions instead of the existing 85g bar.
The new formats will form part of a heavyweight advertising campaign by Masterfoods in 2006 for its popular countlines.
The company is to invest £21m in its Snickers and Mars bars next year, including launching a series of new TV ads, and it is also rebranding its kingsize Twix as Twix Xtra.
“Our research has shown that consumers want a greater choice from their kingsize products,” said Andrea Taylor, trade relations manager at Masterfoods.
“They want to make the decision on what to do with it, such as either eat it all now, save a bit for later or share it. It’s all about portion sizes and having the choice.”
Cadbury took a similar stance earlier in the year when it launched three of its most popular countlines in a smaller sized ‘under-99 calorie’ format (‘Cadbury with fewer calories’, The Grocer May 7, 2005, p71).
Stefan Chomka
As from January 2006, the chocolate bars will be sold in a two-piece format and rebranded as Snickers and Mars Duo in an attempt by Masterfoods to widen the eating occasions for the larger formats.
They will come in innovative snap-pack wrappers, specially designed to snap cleanly in half, giving consumers who can’t manage a whole bar in one the choice to go for the option to save some for later or share with a friend.
The size of the bars will remain the same, with Snickers Duo available in a 2 x 50g format instead of 100g, and Mars Duo in 2 x 42.5g portions instead of the existing 85g bar.
The new formats will form part of a heavyweight advertising campaign by Masterfoods in 2006 for its popular countlines.
The company is to invest £21m in its Snickers and Mars bars next year, including launching a series of new TV ads, and it is also rebranding its kingsize Twix as Twix Xtra.
“Our research has shown that consumers want a greater choice from their kingsize products,” said Andrea Taylor, trade relations manager at Masterfoods.
“They want to make the decision on what to do with it, such as either eat it all now, save a bit for later or share it. It’s all about portion sizes and having the choice.”
Cadbury took a similar stance earlier in the year when it launched three of its most popular countlines in a smaller sized ‘under-99 calorie’ format (‘Cadbury with fewer calories’, The Grocer May 7, 2005, p71).
Stefan Chomka
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