Mars says its limited-edition Snickers Maximus provides forecourt traders with the perfect sales driver as it builds on its successful Mr T campaign. The bar comes without the nougat of a normal Snickers, leaving more room for a maximum serving of nuts and caramel.

The launch follows a great year for the Snickers brand as, according to IRI data, it is now the UK’s number two chocolate bar, worth just over £75m.

The launch is backed by a £1.5m TV and radio campaign, part of a total £5m media spend on Snickers throughout 2011, as well as a range of tailored point-of-sale material.

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