Who: Mars Chocolate Drinks and Treats
What: Mars Protein
Where: Sports nutrition
How much: £2.79/57g
Why: Aimed squarely at health-conscious shoppers, this sweet snack from Mars provides 33g of protein per 100g and 351kcals. That’s almost eight times the protein of a regular Mars bar and 22% fewer calories. It is takes its protein from a number of ingredients including soya, milk and whey. Accompanied on shelf by Bounty, Milky Way and Snickers variants, this Mars bar is part of a protein market that continues to grow. The average Brit eats 25.1kg of protein at home each year [Kantar Worldpanel 52 w/e 13 August 2017] - an increase of 2.2% since 2013.
Consumer verdict: Some of our consumers were aghast at the concept of a high-protein version of such a well-known chocolate countline - and many more recoiled at the premium price. The bar scored below the category norm of 40 as it was “hard to chew”, “sickly” and “not as good as a regular Mars bar”. Shoppers believed better alternatives were available - and purchase intention was limited largely to those with actively pursuing a healthy lifestyle. There were, however, some words of praise, including “healthy” and “filling”.
Pre-trial purchase: 33%
Post-trial purchase: 27%
Better than what’s out there: 27%
New and different: 42%