eggs aimed at 16 to 24-year-olds.
The Young Adult range offers retailers “an alternative to the heavily traded
teen eggs”, according to the company.
Consisting of brands “with a more adult feel”, including Mars Planets, Galaxy
Ripple and Celebrations, the range will retail for £3.99.
In 2007 sales of premium adult eggs were up 30 per cent to £3.8 million, according to Mars.
Trade relations manager Andrea Taylor said: “Market trends suggest luxury eggs are a big opportunity to maximise basket spend, so it’s important to utilise the space in store to stock this range.”
For the first time, Mars has introduced tubes to its Easter range. Retailing at
£1.39, the tubes include core brands Mars Planets, Maltesers and Minstrels.
Also being launched is the Mars & Friends Mini Egg Gift Pack, which has a
retail price of £1.99.
Galaxy Collection Egg has been refreshed to include caramel and hazelnut, raisin & almond varieties, and Mars is adding Galaxy Dark Egg to its adult range.
Retailing at £4.99, it contains a dark shell egg and a 125g bar of Galaxy Dark.
A new logo has been introduced across the packaging to tell consumers packs
are made of recycled cardboard, and the company has reduced the thickness of its
plastic inserts by 10 per cent.