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Mars introduces new Snickers low-sugar protein bars

Mars Chocolate Drinks & Treats is expanding its range of protein products with the launch of Snickers Hi Protein Low Sugar and Snickers Hi Protein Low Sugar White. The company said the launch aims to drive “significant category penetration” for Mars' Snickers brand within the protein bar market, which is now worth £151.7 million in the UK according to Total Market and Convenience data. Designed to offer Snickers’ familiar flavours of peanut, nougat and caramel in a new low-sugar format, Snickers Hi Protein Low Sugar and Snickers Hi Protein Low Sugar White contain 217 and 218 calories respectively. Both bars contain a 20g serving of protein and only 2g sugar. Michelle Forest, general manager at Mars Chocolate Drinks & Treats, said: “Although the protein bar market is growing, take home penetration figures over the past 12 months show a relatively flat scenario at an average of 5.1%. Even with notable launches to the market, they have not attracted significant numbers of new consumers.” “We believe that with our world-renowned trusted Snickers brand … we have the potential to significantly drive category penetration across both major multiples and impulse channels.” Both bars will be available in Asda from November this year, and throughout wholesale and convenience channels from August, for a RSP of £2.79.

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