Snickers Cruncher, a new variant of Mars' popular confectionery bar, makes its debut on UK confectionery fixtures this week. But the company has advised retailers to site it away from its popular sibling. This is because the new bar contains crisped rice which makes it lighter and less filling than original Snickers and therefore more appealing to women. The metallic gold and orange-wrapped new boy will be backed by a £4m marketing campaign. This kicks off with sampling at the Edinburgh Festival from August 28 with the roadshow then moving down the country until mid October to distribute bars at stations, cinemas and shopping centres. TV and outdoor ads are planned for the autumn. Snickers Cruncher was launched in the US last year and Mars claimed that it grew the Snickers brand value by 20%. {{MARKETING - P&P }}