today tuesday 9 July 2013

32

impact

sWeeteNING Its aPPeal

Copying its rival, one bite at a time

Mars promotes miniature Snickers, following the example of Hershey
NEW YORK Copying the strategy of the Hershey Co, its arch-rival Mars has introduced a bite-sized Snickers, which it is promoting through advertising and social media. Mars began distributing the new product, Snickers Bites, in May. It He added that younger consumers is made up of bite-sized, unwrapped cubes of Snickers, sold in an 80g bag are more into the convenience factor; and a 227g resealable pouch, which no one is more impatient than a young is meant to be shared. Suggested re- person, he said. And they seem to tail prices are US$1.49 (S$1.90) and like to hang out in larger groups and have more party occasions. US$2.99. Mr Harry Balzer, Chief Food InSnickers Bites is the first new Snickers product introduced by Mars dustry Analyst for the NPD Group, a since it began selling Snickers Peanut consulting company, suggested that Butter Squares in 2011; Mars has been the candies also matched the eating selling the original Snickers candy bar patterns of Americans, who he said still have a sweet tooth but do not satwhich it created since 1930. Mars introduced Milky Way Bites isfy it as often, or satisfy it with porin May, in packaging similar to that of tion control. According to Euromonitor, SnickSnickers Bites. Mr Matthew Hudak, who follows ers is Mars best-selling candy bar. It the candy industry for Euromonitor estimated that Mars sold US$1.3 bilInternational, a market research com- lion worth of Snickers products in the pany, said Mars was copying Hersheys United States last year, out of a total introduction of miniature, unwrapped of US$2.7 billion worth of Snickers versions of its candies, which began sales globally, an increase of 2.5 per in 2011. These include bite-sized Her- cent and 3.7 per cent over 2011. sheys Milk Chocolate and Cookies n Creme Drops, Reeses Peanut Butter Cups, Rolo and Kit Kat candies, with pouch packaging Mars has also copied. M r Jef f B eck m a n, a spokesman for Hershey, said the company realised that consumers did not want to go through unwrapping and they also wanted to be able to reseal the bag. He said miniature candies have become a broad line that Hershey would continue to expand. These candies are trending a lot more with younger consumers, who like the ease of eating more convenient snacks, Mr Hudak said. They grew up in households where both parents were working, and they had no one at home, so snacking Snickers Bites is sold in an 80g bag and a 227g resealable pouch. PHOTO: SNICKERS became more common.

These candies are trending a lot more with younger consumers, who like the ease of eating more convenient snacks, Euromonitor Internationals Matthew Hudak said. They grew up in households where both parents were working, and they had no one at home, so snacking became more common.

IM A

ST R