Mars has claimed the creation of a new sub-category with a new product that contains chocolate-flavoured milk in a pot with a chocolate treat in the lid.
The Shake 'n' Snack line-up will initially be available in a Malteser and a Twix variant and is available on ambient shelves now (rsp: £1.29).
Each product contains 167ml of chocolate-flavoured skimmed milk, with either two mini bars of Twix, or a snack-sized Malteser bag on top.
Mars expected consumers to eat the chocolate while drinking the drink or even add the chocolate into the milkshake.
"The range is very different from anything on the market and its novelty value will drive incremental category growth," said Bep Dhaliwal, trade relations manager, Mars. "The concept will create a new sub-category, combining both a milkshake and chocolate treat."
Mars, which is targeting Shake 'n' Snack at young adults and gatekeeper parents, predicted the new product development would generate first year sales of at least £2m.
Although there were no current plans to extend the range with other Mars brands, Mars did not rule out adding further variants to the line-up.
The launch follows on from the company's decision in September to phase out its premium-positioned probiotic Galaxy shots range, as revealed by The Grocer, because of disappointing sales.
In addition to the NPD, Mars' milk drinks portfolio consists of Refuel, Galaxy creamy chocolate milk, Maltesers super frothy, a Bounty drink and three thick shake variants under the Galaxy, Milky Way and Mars brands.
The Shake 'n' Snack line-up will initially be available in a Malteser and a Twix variant and is available on ambient shelves now (rsp: £1.29).
Each product contains 167ml of chocolate-flavoured skimmed milk, with either two mini bars of Twix, or a snack-sized Malteser bag on top.
Mars expected consumers to eat the chocolate while drinking the drink or even add the chocolate into the milkshake.
"The range is very different from anything on the market and its novelty value will drive incremental category growth," said Bep Dhaliwal, trade relations manager, Mars. "The concept will create a new sub-category, combining both a milkshake and chocolate treat."
Mars, which is targeting Shake 'n' Snack at young adults and gatekeeper parents, predicted the new product development would generate first year sales of at least £2m.
Although there were no current plans to extend the range with other Mars brands, Mars did not rule out adding further variants to the line-up.
The launch follows on from the company's decision in September to phase out its premium-positioned probiotic Galaxy shots range, as revealed by The Grocer, because of disappointing sales.
In addition to the NPD, Mars' milk drinks portfolio consists of Refuel, Galaxy creamy chocolate milk, Maltesers super frothy, a Bounty drink and three thick shake variants under the Galaxy, Milky Way and Mars brands.
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