US: Snickers provides a boost of energy

By: just-food.com | 24 January 2008

Snickers, the chocolate brand owned by US giant Mars, has introduced a bar to their range with added caffeine.

Mars said it is trying to fill a gap in the market with Snickers Charge, with a growing number of 18- to 24-year-olds in the US drinking caffeinated beverages on a daily basis.

"Research shows that consumers desire a product that not only provides a boost of energy but is also satisfying in taste," said Michele Kessler, vice president of marketing at Mars Snackfood US.

The chocolate bar also contains taurine and B-vitamins and is available in select food, mass, club, convenience and drug stores through March 2008 for US$0.65.

Sectors: Commodities & ingredients, Confectionery, NPD & innovation

Companies: Mars