24 Jul 2008


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New Mars Planets pouch ready for launch

Mars

confectionery

Source : Mars
Mars is unveiling plans of a new addition to the Mars Planets family with the launch of Mars Planets Pouch.

This new product variant of Mars Planets follows the hugely successful launch of Mars Planets Single in 2007, having delivered over £17 million in its first year and being the biggest Mars business success story of last year.

Mars Planets Pouch is the ideal pack for consumers to share. Recent Mars figures have shown that sharing chocolate occasions are growing three times faster than occasions when people eat chocolate on their own.

The figures go on to reveal that 70% of chocolate consumption happens when we’re with others, highlighting a demand for sharing products in the bite size category that Mars Planets Pouch will cater for.

Impulse Sector Focus

The pouch format is showing tremendous growth in the independent impulse sector with the top seven pouch-brands showing an average growth of 17%.

Mars are actively targeting the independent sector with incentives for retailers to stock Mars Planets Pouch by way of sampling campaign plus money off vouchers.

Marketing Support

The original Mars Planets ‘Mix-It-Up’ strap-line will continue to be the core focus of all marketing communications which aim to promote the fun elements of the brand aimed at 16-24 year olds.

The launch of Mars Planets Pounch, available nationwide from September 2008, is being supported by a £6 million (MMS equivalent) campaign which includes £4 million spend on TV advertising to promote the new pouch variant. The new TV campaign will air from 15th September 2008.

Bep Sandhu, Trade Relations Manager for Mars comments: “Launching the Mars Planets brand has been a phenomenal success for Mars and the launch of Mars Planets Pouch is expected to ensure further growth not only for Mars Planets but for the whole bite size category.

“There will be a huge amount of in-store focus and activity surrounding this launch, so be sure to maximise the opportunities for your store by stocking up early.”

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