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Mars Chocolate Plans Sept. Rollout For Dove Cookies & Crème Bars

Posted On: 4/19/2012

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Dove Cookies and Cream

HACKETTSTOWN, NJ -- Mars Chocolate will introduce a line of Dove brand Silky Smooth Cookies and Crème confections at next month's Sweets and Snacks Expo, set for May 8 through 10 in Chicago. The product is slated for shipment in September.

Blending sweet and creamy white chocolate and crunchy chocolate cookie bits, Dove Silky Smooth Cookies and Crème will be available as a single (1.34 oz.) bar, a large (3.07 oz.) bar and an 8-oz. bag of individually wrapped Dove Promises. A "360-degree" consumer marketing campaign will support the launch.

Mars noted that the white derivative is the smallest chocolate segment, but has shown the strongest growth, with sales up 21% -- and within the white chocolate category the "cookies and crème" segment has increased 20.4% over the past year. This growth has taken place with very little marketing support.

The company added that study of flavor trends indicates that the Hispanic population, which tends to prefer sweeter products, will contribute to strong performance for the category and the segment.