Mars launches M&M’s, Bounty and Galaxy trail mixes in UK
The business - which develops Mars branded products beyond the confectionery category - is aiming to tap growing consumer demand for fruit, nut and seed mixes.
The range comprises three flavors:
- M&M’s with raisins, cranberries and peanuts
- Bounty with chocolate pieces, coconut, pineapple, raisins and sultanas
- Galaxy with chocolate pieces, golden raisins, cashews and cranberries
Available only in the UK and distributed by the SHS Group, each 25g pack contains around 95 calories and carries a recommended retail price of £0.69 ($1.46).
“Fruit, nut and seed mixes are very much on trend, with many category segments seeing triple-digit growth over the last two years,” the company said.
Mars added that the UK fruit and nut snacking category was currently dominated by own-label products and that there are few premium brands in the category.
Trail mix: ‘a relatively unknown commodity in the UK’
Trail mix, although quite common in the US, was a relatively unknown commodity in the UK, Mintel analyst Marcia Mogelonsky told BakeryandSnacks.
“Over the past two years, only a handful of snacks called ‘trail mix’ have been launched in the UK, and these new entries may be a way of introducing British consumers to the concept of a snack that combines sweet and salty bites in one bag.”
Mashing up flavors is a popular move
Combining a sweet treat with a salty one has become popular among UK consumers, as shown by the popularity of flavors such as salted caramel chocolate or chocolate and pretzels, Mogelonsky added.
“Mars is right to look for ways of extending popular brands into different categories, especially into the snacking category, given the way in which consumers are shifting from meals into snack opportunities,” she said.