Limited edition Mars Caramel launched

Mars is launching a limited edition caramel variety. The product innovation contains 100% chewy, buttery caramel coated in thick, delicious Mars Chocolate, and capitalises on increasing consumer preferences for caramel.

Available in stores across the UK from the 10th September, the product has already had tremendous success in the US, Canada and Australia. The limited edition market represents a huge opportunity for retailers, enticing consumers with new and exciting products from brands that they know and trust.

The market for caramel confectionery products has grown every year for the last five years and is now worth over £145million.  With caramel now one of the top three flavours  in the chocolate category, the new Mars Caramel offers consumers even greater choice from a trusted brand.

Bep Dhaliwal, trade communications manager, Mars Chocolate comments, “Consumers are always excited by novelty chocolate creations, particularly those from their favourite brands. Limited Edition products that tap into growing consumer preferences for new flavours and varieties, like Mars Caramel, appeal to both new and existing customers.”

Mars continues to lead the filled bars category which was worth £880m in 2011 having achieved 5% year on year growth. Limited edition products help fuel category growth with Mars’ successful limited edition Snickers Maximus and Mars Triple Choc bringing in a further £7.5 million last year alone.

The launch of Mars Caramel will be supported by a new Core Mars advert; the latest in Mars’ ‘Work Rest Play Your Part’ campaign and a bespoke press campaign running across all major titles  to further drive consumer demand.