Classic Mars and Snickers bars to include low-sugar, high-protein versions, says UK general manager

Mars Wrigley Confectionery has announced two new variations of its popular Mars and Snickers bars be available in the UK from January.

Mars ‘More Protein’ will contain 17.5g of sugar per bar, which is 40% less than the original, while Snickers ‘More Protein’ will contain 14.1g per bar, which is 30% less. Each will also contain 10g of protein.

The company also plans to launch a new low-calorie range of single-serve bars, all containing less than 100kcal, in 2019.

Smaller portion size

Mars said the range will span Mars, Snickers, Twix, Milky Way Crispy Rolls and Ripples, will “give consumers the opportunity to experience the great taste of their favourite brands in a smaller portion size.”

 “We’re really excited by what we call the portfolio of the future​,” said UK general manager David Manzini. “There is an appetite for novelty, for innovation, new tastes and products, which is higher than in the past. There’s a lot of talk about disruption in the market, and I think we have a role to play in this by bringing in new brands and new disruption ourselves​.”

Formulating products that comply with the growing “health and wellness agenda​” would be a key part,” he told thegrocer.co.uk​. “I do believe we have a role and responsibility to play, which is why we’re bringing out this proposition and why we’re going to continue working on reformulation of our products by reducing the quantity of sugar​.”

Manzini, who took up his new position in August 2017 said he is also on a mission to create more diversity in his leadership team.

“By bringing diversity into my team I have more opportunity to make the right one. Bringing people with different ethnicities, perspectives and gender is just enriching what you’re going to do and achieve​.”

Since he transferred to the UK from working with Mars in China and Asia his executive team is now 40% female and made up of eight nationalities “and I’m convinced their personal experience and different readings of the business are going to make us successful​,” he told the grocer.co.uk.

Manzini said his five-year strategy includes growing e-commerce sales to 20% of the total by 2021, capitalising on seasonal activity and featuring more innovation in the company’s confectionery output.