Mars protein bars

UK: Mars takes protein mainstream in confectionery

Mars is launching two protein bars under its Snickers and Mars brands in the UK, as it says protein consumption is now “mainstream” across the country.

The Mars protein bar contains 19g of protein while the Snickers bar contains 18g. Both bars contain 200 calories. The bars will be priced at £2.19 ($3.16) and will be initially available on Amazon.

Mars already sells high-protein shakes for its Snickers and Mars brands but is now extending it to the snack category as it is banking on the growing popularity of healthy eating and people wanting to consume healthy products on the go.
Michelle Frost, general manager for Mars Chocolate Drinks and Treats, said: “Protein consumption is on the increase and has made the transition from niche to mainstream. We are keen to offer consumers more choices on how to enjoy their favourite chocolate brands.
“Our bars combine great taste, familiar brands, clearly labelled protein content to meet growing consumer demand.”
Sales of protein bars are valued at around $31.8m in the UK and the category has grown nearly 60 percent year-on-year.

Mars said that almost two in ten (17%) of UK consumers now typically consume food or drink that contains protein as a snack between meals.