The Mars Pouch Collector promotion is back - and Mars says it promises to be the most successful to date.

The promotion which, according to Mars, saw a 5% uplift in sales last year returns to stores this month. It gives consumers the chance to redeem eight tear-off strips from the tops of the Mars pouches for a pair of cinema tickets. The 2009 activity will run across more products and include more cinemas to provide better value for consumers.

Mars claims to be number one in bitesize with a 56.8% share of the market and the company expects this promotion to continue to drive sales in the category.

Mars pouches and bitesize bags will be supported by a £7.8m promotional spend including TV and press advertising throughout 2009, up-weighted during the 12-week Mars pouch collector promotional period.

To celebrate, Mars is giving away £250-worth of the pouches which include Maltesers and Revels.