Mars Inc is expanding its range of protein-enhanced products in the UK with the launch of a protein powder under its namesake chocolate brand.
The company said the move, which follows the launch of protein bars in the UK under its Mars, Snickers and Bounty brands, is in response to “the increasing appeal” of such products to “everyday lifestyle users”.
“The new protein powder will have the unmistakable taste of Mars’ distinctive caramel and delicious chocolate, packed with 24g of protein and 5.4g of branch chain amino acids (BCAAs) per serving,” the company said. “With less than 200 calories, shoppers can now treat themselves and enjoy the great taste of Mars in their post-workout shake.”
Mars said latest research from Mintel showed 24% of UK consumers have eaten a sports nutrition product in the past three months, a figure it said rises to 42% of men aged 16 to 24.
Michelle Frost, the general manager for the company’s UK chocolate drinks and treats division, said: “We initially launched our Mars and Snickers Protein Bars less than a year ago, and recently introduced the Bounty brand to the bar range. Consumer interest has been extremely positive and as the first major confectionery brand to offer protein product alternatives in the UK, we find we are increasingly appealing to these lifestyle users. The introduction of Mars Protein Powder is a natural extension to our range, and compliments the existing line of protein bars for the growing number of protein consumers who use both.”
The new product is initially available to trade retailers, independent gyms and online via Amazon, in 800g and 1.8kg tubs at an RSP GBP37.99 (US$48.14) and GBP74.99 respectively. A Mars spokesperson told just-food today (18 April) other retailers are expected to follow later in the year.
There are “no plans” at present to launch the product in other markets, the spokesperson added.