First Candy Bar From SNICKERS Brand Provides a Boost of Energy with Caffeine, Taurine and B-Vitamins

24/01/08 SNICKERS Brand announced the introduction of SNICKERS Charged, the first candy bar from the brand that provides a boost of energy with added caffeine (60 mg), taurine and B-vitamins. This new product responds to current marketplace trends and satisfies two need states craved by consumers who seek hunger satisfaction and a boost of energy.

To meet consumer needs and help millions of Americans take back their energy-zapped afternoons, SNICKERS Brand is proclaiming the post-lunch, pre-dinner hour between two and three p.m. the SNICKERS Charged Re-Power Hour.

"SNICKERS Charged offers consumers a bar of substance and a delicious and satisfying way to tackle the afternoon hours when one needs to 're-power,' said Michele Kessler, vice president, marketing, Mars Snackfood US. "Research shows that consumers desire a product that not only provides a boost of energy but is also satisfying in taste," added Kessler.

According to a recent survey, 84 percent of Americans age 18 to 24 said they consume caffeinated beverages on a daily basis, yet only 19 percent are satisfied with the boost they get from soft drinks, coffee or energy drinks. Seventy percent rank satisfying taste as the most important product quality for their caffeine selection. Additionally, 64 percent of survey respondents said they are in need of an energy recharge in the afternoon at least three to four times per week and one-third of respondents said they need it primarily between two and three p.m.

Caffeine, a Buzz-worthy Trend

With more than 80 percent of American adults consuming caffeine each year, the market for caffeinated products continues to expand. According to Beverage Digest, sales of all caffeinated drinks increased more than 55 percent in 2006 and food manufacturers are taking notice. Recent introductions of caffeine-infused products include gum, lip balm, mints, beer and even soap. SNICKERS Charged is the latest product to appeal to the 55 percent to 90 percent of the U.S. population who consume caffeine every day.

Ingredients Offer Lasting Energy

SNICKERS Charged contains 60 milligrams of caffeine. In comparison, an 8-ounce soft drink contains 20-40 milligrams of caffeine, an 8-ounce regular coffee contains 65-120 milligrams of caffeine and an 8-ounce energy drink contains 72-80 milligrams of caffeine. SNICKERS Charged adds caffeine, taurine and B-vitamins to the great tasting nougat, peanuts, crunchy peanuts, creamy caramel and milk chocolate for a bar that provides consumers lasting energy and hunger satisfaction. SNICKERS Charged is how SNICKERS does energy.