MilkyWay Biscuits Offer a New Take on a Classic Treat
Michael Hemsworth — August 31, 2021 — Marketing
References: marschocolatedrinksandtreats & foodbev
The MilkyWay Biscuits have been unveiled by Mars Chocolate Drinks and Treats (MCD&T) as one of its latest products that is poised to offer consumers a new take on a classic treat option. The biscuits feature a vanilla-flavored biscuit that has been dipped in chocolate on one side to give them a flavor profile. Each of the cookies are paired with one of four outer space-inspired embossments that give them a fun, cheery disposition for children to enjoy and correlate to the product's celestial name.
General Manager at MCD&T Michelle Frost spoke on the new MilkyWay Biscuits saying, "Sales of MilkyWay confectionery grew by nine per cent last year, and we are confident that a combination of the brand strength, competitive price point and fun format will create some real excitement and attract new consumers to the biscuits aisle.”
General Manager at MCD&T Michelle Frost spoke on the new MilkyWay Biscuits saying, "Sales of MilkyWay confectionery grew by nine per cent last year, and we are confident that a combination of the brand strength, competitive price point and fun format will create some real excitement and attract new consumers to the biscuits aisle.”
Trend Themes
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Chocolate-dipped Biscuits — Innovative approach in combining two classic treats into one product, opens up opportunities for partnerships between biscuit and confectionery companies to create new flavor profiles.
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Fun Embossments — Incorporating playful and themed embossments on biscuits inspires creativity and provides opportunities for marketing to different age groups.
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Brand Extension — Extending established brand identities into new product categories creates value and can boost sales.
Industry Implications
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Confectionery — Introducing new biscuit products can increase brand exposure and encourage cross-selling with existing confectionery products.
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Bakery — Creating partnerships with confectionery brands to introduce chocolate-dipped biscuits can expand bakery product lines and introduce new flavor profiles to consumers.
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Marketing and Advertising — Developing themed embossments on biscuits can inspire creative and marketable concepts for other products and industries.
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