Mars Elevating The Category With Innovative Products

Mars Wrigley highlighted several of its new, innovative products May 12-15 at the Sweets & Snacks Expo in Indianapolis.

The products include:

Twix Snickerdoodle

“The promise of Twix with a twist,” as Mike Gilroy, VP of trade development and sponsorship for Mars, described it. This candy bar will hit the market in July, but attendees of Sweets & Snacks were able to sample it ahead of the release date.

According to Gilroy, snickerdoodle is the No. 3 most popular cookie flavor. It touches upon the nostalgic experience that consumers are seeking while also appealing to younger Gen Z customers.

M&M’s Peanut Butter & Jelly

This is the latest addition to M&M’S Peanut Butter portfolio, featuring berry flavored bite-sized chocolate treats with a peanut butter center reminiscent of a PB&J sandwich. It debuted at the NACS show.

Skittles Pop’d

Skittles Original and Sour Pop’d provide a crunchy, crispy way to enjoy Skittles’ fruity flavors.

Gilroy noted that freeze dried is the fastest growing subsegment within non-chocolate.

Skittles tapped into the trend with the Gen Z population to bring Skittles Pop’d to market. It also was unveiled at the NACS Show.

Starburst Goodies

These Starburst gummies – plant based with 4 grams of sugar per serving – are a good source of fiber, made with real fruit juice.

“Gummies, as a subsegment, is the largest of the non-chocolate confectionary,” Gilroy said.

The products provide a new texture and flavor while also promoting a balanced lifestyle with plant-based attributes, made with real fruit juice and fiber.

“This product is supportive of a [customer’s] personal goals,” Gilroy added. “If some of your goals are reduced sugar, plant based, fiber, taste and texture, Starburst Goodies is certainly delivering that.”

Snickers Pecan

This is a variation of the classic candy bar, with a blend of caramel, nougat and milk chocolate complemented by pecans.

Gilroy noted that this flavor combination highlights an “experience from an experiential perspective,” catering to adventurous Gen Z consumers looking for a crunchy yet savory sweet treat.

Snickers Shapes

Made with peanuts, milk chocolate and nougat, these chocolate bars have all the traditional flavors of Snickers Candy Bars with the addition of holiday shapes.

Mars had heart-shaped candy on display at the expo, but shared that it also has pumpkins, eggs and trees, with additional shapes – including Twix snowmen – in the works.

Gilroy observed that “people are looking for authentic ways that they can engage with the season that signals that [the holiday has begun.]”

Tim LeBel, president of sales at Mars Wrigley North America, added that “treating plays an important role in life’s moments – big and small.”

“As a consumer-obsessed company committed to shaping the future of snacking, Mars is constantly innovating ways for our brands to deliver exciting experiences with our products. Through new and nostalgic flavors, festive shapes and playful textures, we help drive the category and empower retailers to deliver moments of everyday happiness for consumers.”