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Mars taps ‘mainstream’ trend with protein chocolate launches

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By Oliver Nieburg+

Last updated on 09-May-2016 at 18:23 GMT2016-05-09T18:23:17Z

Protein bars launched to meet growing consumer demand in UK, says Mars
Protein bars launched to meet growing consumer demand in UK, says Mars

Mars has introduced Snickers and Mars bars packed with protein after spotting a trend that it says has become “mainstream”.

Snickers Protein bar, with 18 g of protein, and Mars Protein bar with 19 g of protein, will retail in the UK for around £2.19 ($3.16). Each contains 200 calories.

“Protein consumption is on the increase and has made the transition from niche to mainstream,” said Michelle Frost, general manager for Mars Chocolate Drinks and Treats in a press release.

“Our bars combine great taste, familiar brands, clearly labelled protein content to meet growing consumer demand,” she added.

A rising category

According to Euromonitor International, UK sports-related protein product sales are projected to reach £358m ($373m) by 2018.

Market analyst Nielsen says sales of protein bars in the UK grew 58% last year to £22m ($32m).

Mintel research has also found  17% of UK consumers consume food or drink containing protein between meals.

ConfectioneryNews has asked Mars for further details and is awaiting a response.

1 comment (Comments are now closed)

Nothing wrong with halal

I think that going halal is an ok idea. Are they also kosher?

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Posted by Brian S
23 September 2016 | 03h532016-09-23T03:53:10Z

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