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Mars set for UK launch of low calorie caramel bar

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By Nathan Gray+

23-Aug-2012
Last updated on 23-Aug-2012 at 21:31 GMT

The new, low calorie, caramel only Mars bar is set to debut in the UK in coming weeks.
The new, low calorie, caramel only Mars bar is set to debut in the UK in coming weeks.

Confectionery giant Mars is set to launch a slimmer sister to its trademark Mars bar in the UK later this month, with a new caramel only version containing 20% less calories due to hit the shelves.

The reduced calorie version of the classic candy – known as ‘Mars Caramel’ – has 56 fewer calories than a conventional Mars bar and will be launched as a ‘limited edition bar in UK stores in the next few weeks, the firm said.

The drop in calories does come at a cost. As the name suggests, Mars Caramel does not contain the original Mars bar’s classic thick layer of nougat. However, Mars said its UK launch of the ‘limited edition’ product capitalises on increasing consumer preferences for caramel – which is now one of the top three flavours in the chocolate category.

It added that the slimmed down little sister to the flagship Mars bar has already been a success in the US, Canada and Australia.

Low calorie commitment

The launch of the lower calorie variant of its flagship brand comes months after Mars made a commitment to reduce the calorie content of its chocolate via efforts in reformulation by the end of 2013.

The confectionery giant made the pledge to stop selling chocolate products with more than 250 calories globally.

It first announced the R&D initiative earlier this year and has since revealed plans to reduce the size of its bars by more than 10%, after is revealed that reformulating certain recipes will not provide enough of a calorie reduction. 

Trial run?

Mars suggested that launching the product – at least initially – in the limited edition market represents a huge opportunity for retailers:

“Consumers are always excited by novelty chocolate creations, particularly those from their favourite brands. Limited Edition products that tap into growing consumer preferences for new flavours and varieties, like Mars Caramel, appeal to both new and existing customers,” said Bep Dhaliwal, trade communications manager at Mars Chocolate.

It is not known how long the ‘limited edition’ run last for, with Mars refusing to rule out the possibility of making the bar a permanent addition to its portfolio depending on sales.

The Caramel bar will be available in stores across the UK from the 10th September.

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1 comment (Comments are now closed)

Caramel mars

This item must be limited as I have tried to get the bar in many retail stores but only one sold it.that was a shell garage.this bar is a winner so please mars if you are reading this make it a basic stock line.you know we love it.this is coming from a mars bar lover for some 45 years.
A mars a day helps you text email and play?.

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Posted by Stewart ROWLEY
25 September 2012 | 08h40

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