The latest limited edition from Mars is Xtra Choc, an extra chocolatey bar comprising chocolate caramel and chocolate nougat with a thick milk chocolate coating. Mars reckons limited editions are the key to driving chocolate bar sales growth and Nielsen data backs this up.
Xtra Choc is available now, with singles (rrp 51p) coming in a smaller 24-count outer for impulse retailers plus there’s an exclusive snack-size pack with a £1 price flash.
There will be an Xtra Choc outdoor media campaign, strategically placed near impulse outlets, while the Mars brand will be supported by a £9m campaign in 2015, featuring TV and other media. Mars will be supporting retailers with a range of promotional material, including dumpbins and pre-filled units.