Mars and Snickers makeover: Reduced sugar, added protein for UK chocolate icons

02 Oct 2018 --- New protein-packed versions of Mars and Snickers with up to 40 percent less sugar will hit UK shelves early next year as the demand for healthier alternatives picks up the pace in the confectionery space. More new product developments are also in the pipeline, as Mars Wrigley Confectionery plans to extend its reformulated range to include smaller portion sizes and low-calorie versions of classic candies and chocolates.

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

Hitting the UK market early next year, the Snickers option will have 10 grams of protein and 30 percent less sugar per bar taking the total to 14.1 grams. Mars More Protein will contain 40 percent less sugar which will reduce the chocolate bar's sugar content to 17.5 grams per bar. 

Once these new products have been rolled out across the country, Mars Wrigley Confectionery – which came about in 2016 when Mars merged its chocolate and Wrigley segments to form the new subsidiary – will follow up with more innovation, including smaller portion sizes and a low-calorie range of single-serve bars. 

Regular versions of two of the UK’s most beloved iconic chocolate bars will still be available. 

Breaking away from the traditional core market by reformulating new products with less sugar and more protein is what this Mars and Snickers makeover is all about. It comes at a time when big businesses are looking to appeal to, not only loyal customers looking for iconic classics but a new generation of consumers driven by the desire to experiment with different products and try exciting new versions of old classics. 

UK General Manager David Manzine was appointed last August and since coming onboard has led a new charge of innovation which has also seen recent launches of Skittles Chewies (Skittles Fruits without the shell) and Starburst Minis (a smaller version of Starburst Original) to its portfolio. These products offer consumers alternative textures and formats.

The Mars and Snickers (formerly known as Marathon in the UK), are decades old brands considered to be a favorite in the UK, so consumer reaction to these new versions is vital. However, Mars Wrigley Confectionery assures that they will satisfy on taste, quality as well as being higher in proteins and much reduced in sugar. 

By Gaynor Selby