Limited edition classic with caramel
The Limited Edition Mars Caramel is set to return on the 8 September. Following its success when it first launched in August last year, the Limited Edition bar will be available for eight weeks.
The bar is filled with chewy, buttery caramel – replacing nougat in the classic Mars recipe – and covered in creamy Mars chocolate. Retailers are advised to stock up on this Limited Edition bar, which placed in the top 10 most popular brands for driving penetration, and capitalises on the increasing popularity of caramel among consumers.
The market for caramel confectionery products has grown every year for the past five years, and is now worth more than £145million. The Limited Edition market also represents a huge opportunity for retailers as this latest launch looks set to entice consumers to the returning favourite.
With a £2.8 million media spend including a new Mars TV campaign, supported by a four week Mars Caramel specific national press campaign, the Mars Caramel brand is set to engage with 95% of the population. Mars Chocolate is advising retailers to capitalise on the Limited Edition product by making the most of the in-store point of sale equipment available.
Nicola Lacey, central sales director, Mars Chocolate UK commented: “We are delighted to re-launch Mars Caramel, which embraces the nation’s love for caramel and was a huge success last year. At Mars Chocolate, we are always excited to launch Limited Edition products as they celebrate innovation and appeal to both existing and new customers. They are a great way for retailers to make the most of best-loved brands, while also enticing customers with new varieties and flavours. We’re confident that consumers will be excited to see Mars Caramel return to the shelves.”
