business technology consulting: Food & Drink Innovation Network ? MARS RE-LAUNCHES ITS THICK SHAKES

Wednesday, July 13, 2011

Food & Drink Innovation Network ? MARS RE-LAUNCHES ITS THICK SHAKES

July 11th, 2011

?Mars Drinks & Treats? are looking to capitalise on the continued growth of the flavoured milk category with the relaunch of their Thick Shakes.

The flavoured milk market is worth ?172 million and has seen a 12% growth MAT year on year.

Chocolate is the most popular flavour in milk drinks with almost ? of all sales being chocolate.

The Mars range of thick shakes are all heavily chocolate based but each has a different chocolate flavour in line with the taste of the chocolate bar:

Galaxy is a smooth & creamy milk chocolate shake
Milky Way is a light chocolate vanilla shake with no added sugar
Mars is a chocolate/caramel/malt shake.
The range has been launched with new easy-handle bottles

The range has been launched with new easy-handle bottles and new designs which have been designed to highlight the milk content.

They also hope to improve shelf impact so consumers can?t miss them.

Bep Dhaliwal, trade communications manager for Mars, said:

?The Thick Shake range is a really strong contender in the flavoured milk category.

?These drinks combine the popularity of the Galaxy, Milky Way and Mars confectionery brands with a fast growing category.

?Importantly, while presented to consumers in chilled refrigerators, the products are ambient, so offer long shelf life.?

The Thick Shakes will be supported by a new ?Embrace the Meltdown ? campaign inviting consumers to celebrate the taste of their favourite chocolate bars in milk.

An on pack flash will invite consumers to visit the website www.embracethemeltdown.com to win chocolate flipflops and teapots.

In addition, a crazy ?penguin meltdown? game will be available on line or as a downloadable app.

The milkshakes are sold in 400ml bottles with an RSP of ?1.29.

They are available in major supermarkets, petrol stations and independent stores.