Mars has unveiled its biggest launch since Celebrations – a new brand that will tap into the growing snacking market and raise funds for local community projects.
Goodness Knows, which combines fruit, whole nuts and rolled oats, and is dipped in dark chocolate, will hit retailers’ shelves in mid-August. It comes in three flavours – Cranberry & Almond, Blueberry & Almond and Apple, Peanut & Almond – in singles, RRP 90p, and multipacks of three, RRP £1.99, with a 35% margin.
It is broken down into four squares containing 40 calories each, making it easier for consumers to save some for later should they want to snack throughout the day.
The brand will donate 10% of all sales profits to the Goodness Knows Fund, which will support community projects and local initiatives throughout the UK.
Mars will be backing the brand with a £4.6m ad campaign from September and will be helping retailers support it with PoS and advice from its reps.
The company said the launch had been designed to grow the category by driving incremental sales. "We’ve been making and selling confectionery in the UK for over 85 years, and work closely with our retail partners to support them in launching a new brand and providing a new snack for their customers," said Bep Dhaliwal, trade communications manager.
Speaking at the launch, Raaj Chandarana of Tara’s News in High Wycombe, Bucks, said he was fully behind the launch, but admitted that ‘better for you’ snacks was an area a lot of retailers struggle with. “There’s a lot of talk about health and wellness and it being on trend, but there are a lot of retailers who still don’t do it well,” he said.
He added he planned to bring Goodness Knows into his chocolate fixture as well as cross promoting it with his coffee machine, and sampling it to shoppers. “I think it will really stand out. I see this as an alternative to a chocolate bar,” he said.