The Snickers brand is strategically positioned to revolutionize the protein bar market by introducing a low sugar format that aims to drive significant category penetration. Michelle Frost, the general manager at Mars Chocolate Drinks & Treats, recognizes the steady growth of the market. However, she states that the take-home penetration figures have remained relatively flat at an average of 5.1% over the past year. Despite notable launches, these products have failed to attract a substantial number of new consumers. Leveraging the established reputation of our globally recognized Snickers brand, combined with 20g of protein and only 2g of sugar, we believe we can make a profound impact on category penetration across major multiples and impulse channels.
Introducing the Snickers Hi Protein Low Sugar and Snickers Hi Protein Low Sugar White bars, both packed with the familiar caramel, nougat, and peanut flavors that consumers adore. Each bar contains an impressive 20g of protein and just 2g of sugar.
Starting November, both bars will be available at Asda and will gradually roll out across wholesale and convenience channels from August. The recommended selling price (RSP) for these bars is £2.79. For any inquiries regarding stockists, please call 01452 378500.
By infusing the Snickers brand with the benefits of low sugar and high protein, we are confident in our ability to capture the attention of health-conscious consumers while continuing to satisfy their cravings. We are excited to revolutionize the protein bar market and redefine the way people enjoy their snacks.