Mars is investing £6m in the September launch of Planets in sharing packs, which it expects to rack up double the sales of its £17m solo variant.

A new marketing campaign kicking off on 15 September includes a £4m TV run as well as press and in-store activity, all using the original Planets ‘Mix-it-up’ strapline.

The pouch format is being introduced to cash in on rapid growth in sharing chocolate products.
“Recent Mars research showed that the sharing chocolate occasion is growing three times faster than occasions when people eat chocolate on their own,” said Mars trade relations manager Bep Sandhu. “Seventy percent of chocolate consumption happens when we are with others.”

Boasting an impressive £17m in sales in the year since its debut in April 2007, Planets is the most successful bite-size UK launch in the company’s history.