Mars plans to expand its newly launched Bounty Calapuno portfolio with a new 300g pack due on shelf in September. Although aimed initially at Christmas sales, the pack, which holds 25 chocolates, will become a permanent line. It is a gifting style design combining gold ribbons and stars with the brand's usual exotic image of palm trees and beaches (rsp: £2.99.) The launch of Bounty Calapuno was part of a £9m investment in the 50-year-old parent brand. The marketing spend included TV ads, a Caribbean adventure holiday and a promotion with London's Capital Radio. The new pack reflects Mars' ambitions for its confectionery superstars. "New products and brand extensions are the key to driving sales," said trade relations manager Sam McElligott. Other recent innovations include Galaxy Liaison. {{MARKETING - P&P }}

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