Mars Inc has launched three of its flagship chocolate brands in a Mini Cubes format in France aimed at “energising” the country’s confectionery market.
The company said the new Twix, Snickers and Mars Mini Cubes, which come in resealable snacking pouches, aim to “capitalise on the strong and distinct territories” of the three brands.
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The move follows Mars’ launch of Mini Cubes in Canada and the US in 2013, which the company said boosted its incremental sales in the sector by 80% in the first year. An analysis of consumer habits also confirmed that 76% of US consumers enjoyed “sharing” the product, Mars claimed.
Lionel Trapet, the marketing and category manager for the US giant’s Mars Chocolat business in France, said: “In our goal of doubling the growth rate of the category in four years, the launch of Mini Cubes reaffirms our commitment to transforming the important potential of the French chocolate market.”
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