Mars is investing £4.2m in a major new product launch this year. It is the first new product launch from Mars since 2004 when the company lauched Mars Delight.
Mars Planets, which will be available from March at 41 pence per pack, includes three varieties of chocolate covered balls: chewy caramel, soft nougat and surprisingly crispy. The launch will be supported by a £3m TV campaign by Abbott Mead Vickers BBDO that breaks on 23, point-of-sale activity worth £1m and a widespread sampling campaign. Marketing support will be aimed at both men and women and will encourage consumers to ‘mix it up' and enjoy the different flavours and textures of Mars Planets. Mars hopes the launch will strengthen its presence in the bite-size chocolate market, which is worth £411.7m. Last year, Nestle Rowntree launched a chocolate ball range called Aero Bubbles.