Mars expands profile with the launch of Snickers White

Global confectionery company Mars has expanded its Snickers brand product line with the launch of the new Snickers White chocolate bar.

The new chocolate bar will contain peanuts, nougat and caramel and will be completely covered with white chocolate.

Snickers brand director Josh Olken said: “We received a resoundingly positive response from fans when we launched Snickers White as a limited edition offering last year.

“As we continue to see the demand for white chocolate grow, we’re excited to present this new take on our classic Snickers for more fans to enjoy.”

The company previously sold Snickers White as a limited run only. It now intends to reintroduce the bar as a permanent addition to its Snickers portfolio.

Mars will roll out Snickers White across the US market in single (1.41oz.) and share (2.84oz.) sizes from January.

The re-launch of Snickers White comes in response to the growing demand for white chocolate products.

Snickers White will join the other white chocolate products launched by the company, including M&M’S White Chocolate, M&M’S White Chocolate Peanut and Twix White Chocolate.

Mars operates in more than 80 countries. It also produces other brands, including Milky Way, Dove, Pedigree and Royal Canin.

Last February, Mars Canada’s newly formed business entity Mars Wrigley Confectionery officially broke ground for expanding its facility located in Waco, Texas, US. The company intends to invest $30m for its 60,000ft^² facility expansion.

The Waco facility was established in 1976. It has a workforce of more than 600 employees and manufactures Snickers, Starburst and Skittles products.