Mars Inc has launched a bite-sized version of its namesake brand in a sharing format for the UK market.

The confectionery giant is hoping to capitalise on the growth of the “big night in” and sharing trends through the Mini Mix launch. The bags comprise nougat and caramel balls covered in milk chocolate.

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The launch will benefit from a GBP9m (US$13.6m) media spend planned for the Mars brand this year.

“As we have seen over the past year, the trend of swapping a Big Night Out for a Big Night In is continuing to grow and Mars Mix is a great opportunity for retailers to capitalise on both the strength of the brand and this trend, with the combination of Mars flavours in bitesize pieces,” said Bep Dhaliwal, trade communications manager for Mars Chocolate UK.

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