Mars is on another Planet

08 August, 2008

Laura Clark

Mars is investing £6 million in the launch of a sharing bag for

Mars Planets .

The new

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

together.

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.




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