The confectionery giant is set to release a new 'Triple Treat' range of healthier chocolate bars so that they can be seen in prominent areas of shops amidst government proposals to tackle obesity.
It is expected that new legislation will be brought in before too long that sees the promotion of snacks that are high in fat, sugar and salt restricted, as well as forcing shops to end promotions such as ‘buy one get one free’ or ‘three for two’ promotions on similar goods.
Furthermore, promotions that aren’t as healthy will have to be moved out of key locations in shops, such as next to checkout areas, in the entrance of shops, and the end of aisles.
That will also apply to online versions of that, if you can imagine such a thing.
On top of that, free refills on soft drinks such as Coke and Sprite will be prohibited in restaurants and food outlets.
But we digress, back to the Mars products.
Mars is looking to bring out versions of the Snickers, Bounty, Galaxy, and Mars bars that are set to hit shelves in June.
Basically, the idea is to make a healthier version of those bars out of date paste, peanuts, and raisins, but still covered with chocolate.
They’ll only be available in Tesco to start with, and the plan is to allow those versions to give the brand as much visibility as possible in noticeable shop locations, whilst the original versions might have to go elsewhere in future.
They’re likely to be around 80p per 40 grams, which is more expensive – by 57 percent, as it happens - than the original versions.
According to The Grocer, that’s because they use ‘very premium ingredients’.
The new range is called the Triple Treat range and will hit stores at the beginning of June, accompanied by a huge £1 million advertising campaign.
Mars claims that it is running trials with some shops to find out how it can ‘build excitement into the [confectionery] aisle’ without promotions on their confectionery.
Mars UK GM Adam Grant said that Mars is ‘very much part of the leading edge of that because we’re one of, if not the only, manufacturer who’s able to offer solutions’.
The new range comes after the government announced that the restrictions on multi-buy deals as well as high fat, sugar, and salt foods are to be delayed, although they are likely to still come into effect in October.
Confirming the delay, Public Health Minister Maggie Throup said that it would ‘allow us [the government] to understand its impact on consumers in light of an unprecedented global economic situation’.