Mars is investing £6 million in the launch of a sharing bag for
Mars Planets .
format follows last year's roll-out of Mars Planets
single - a 36g bag
of chocolate-covered balls of nougat, caramel and wafer . Mars
said sales grew to
more than £17 million in the first year .
The Mars Planets
pouch has been designed to make it easier for consumers to share, after research revealed
sharing chocolate occasions are growing three times faster than occasions when people eat chocolate on their own.
The study also showed that 70% of chocolate consumption happens when consumers are
Trade relations manager Bep Sandhu said: "The launch of the
pouch is expected to ensure further growth, not only for the Mars Planets brand, but for the whole bite -size category."
The investment includes a £4 million spend on TV advertising, with an ad due to break on Sept 15. Using the brand's original Mix-It-Up strapline, the campaign is targeted at 16 to 24-year-olds and will include sampling and money -off vouchers.
The pouch will be available from early September, retailing for £1.89.