Mars is to take a version of its US brand Goodnessknows to the UK, the first chocolate product the group has launched in the country for 20 years.
Goodnessknows, which Mars introduced in the US two years ago, is a snack aimed at calorie-conscious consumers.
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Mars is putting the finishing touches to the UK iteration of the snack at its Slough manufacturing plant in southern England. The company has reportedly had to make it sweeter for UK tastebuds.
Goodnessknows is a dark chocolate dipped bar containing oats, fruit and nuts and contains around 160 calories, compared to, say, 250 calories in a Snickers bar. Chocolate makes up 19% of the bar’s ingredients.
Mars is to spend GBP4.6m (US$6m) on advertising the product in the UK in its first year and plans to produce 80,000 of the bars every hour. They are expected to sell for GBP0.90 a pack. Some 10% of profits from the sales of the bar will go to UK causes.
It will be available in three flavours: cranberry and almond; blueberry and almond; and apple, peanut and almond. The bar will hit the shops on 4 August.
Michele Oliver, vice president of marketing at Mars’ UK chocolate business, said: “Goodnessknows has been created to fit in with people’s busy lifestyles, coming in four squares that can be enjoyed all at once or eaten throughout the day. However, it is not just snacking on-the-go, consumers increasingly want products that match the values they live by.
“Not only is Goodnessknows a great-tasting treat, it provides the consumer with that little bit more – a product that can help to spread a little bit of goodness in their communities by giving back to good causes in a small way.”
It is understood there is will be no Mars branding on the Goodnessknows bar.
