Mars Chocolate Drinks & Treats (MCD&T) is expanding its range of protein products with the launch of Snickers Hi Protein Low Sugar and Snickers Hi Protein Low Sugar White bars.
Both varieties are available now in convenience channels, with RRPs of £2.79. Each bar contains 20g of protein and 2g of sugar.
Currently, the protein bar market is worth £151.7m in the UK, with value and unit sales increasing by 14% and 9% respectively. The supplier hopes the Snickers brand can drive category penetration, as it is the second-bestselling single chocolate bar in the UK, according to Nielsen figures.
Michelle Frost, general manager at MCD&T, said: “Although the protein bar market is growing, take-home penetration figures over the past 12 months show a relatively flat scenario at an average of 5.1%. Even with notable launches to the market, they have not attracted significant numbers of new consumers.
“We believe that with our world-renowned trusted Snickers brand, coupled with 20g protein and only 2g sugar, we have the potential to significantly drive category penetration across both major multiples and impulse channels.”
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