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Issue Date: Vol. 53, No. 11, November 2013, Posted On: 10/21/2013

Mars Extends Iconic Snickers, Twix And M&M's Brands

Emily Jed
TAGS: vending machine candy, confection news, Mars Chocolate North America, iconic chocolate brands, Snickers brand Rockin' Nut Road Bar, Twix Bites, M&M's Mega, M&M's Birthday Cake

Mars Chocolate, new Snickers, New M&M's

HACKETTSTOWN, NJ -- Mars Chocolate North America is putting a novel twist on three of its iconic chocolate brands.

The Snickers brand Rockin' Nut Road Bar will launch in January. It's packed with marshmallow-flavored nougat sprinkled with crunchy almonds covered in dark chocolate. The 1.76-oz. bar has a suggested retail price of $1.09. The Snickers rocky road flavored bar was first introduced as a limited-edition item in 2008 and was one of the best-performing line extensions to the brand, according to Mars.

Set to debut in April is Twix Bites, which Mars is hailing as the biggest innovation in the brand's history. The bitesize pieces of the popular chocolate and caramel-covered cookie bars are unwrapped. They are available in two sizes, a 2.83-oz. sharing size and a 7-oz. resealable standup pouch; both are designed for easy sharing on the go. The suggested retail prices are $1.49 and $2.99, respectively.

Two M&M's innovations will hit the market in May. M&M's Mega features larger-size pieces of the classic candies, boasting three times more chocolate than regular M&M's. They will be available in 1.48-oz. single-serve bags for $1.09 retail, and in multi-serving 11.4-oz. bags, in which a peanut variety will also be offered, for $3.29.

Mars is also planning limited-edition M&M candies featuring the brand's classic milk chocolate infused with "birthday cake flavor" and coated with a candy shell. M&M's Birthday Cake candies will be offered in 1.4-oz. singles and an 8-oz. standup pouch for $1.09 and $2.99, respectively.

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