Following its huge success when it was first launched in August last year, the limited-edition Mars Caramel is returning on September 8, when it will be available for eight weeks. Chewy, buttery caramel replaces the nougat in the classic Mars recipe. Retailers are advised to stock up on this limited-edition bar, which apparently appeared in the top 10 list of most popular brands for driving penetration, and capitalises on the increasing popularity of caramel among consumers.
Support will come from a £2.8m media spend including a new Mars TV campaign and a four-week Mars Caramel specific national press campaign. Mars Chocolate is advising retailers to capitalise on the limited edition by making the most of the in-store point-of-sale available.