Mars Inc decided to take a plunge into the health and wellness industry by changing the formulation of some of its most classic candy bars to include more nutritious ingredients, in a campaign called 'Protein By Mars'.
The new changes, which are now sold in addition to the same bars in their classic form, were made to the brand's Snickers, Milky Way, Bounty and Mars bars. The new formulation contains approximately 18 to 19 grams of protein per bar, making it healthier than the bars in their original form. The Protein By Mars collection is currently available on Amazon, but only in the United Kingdom right now.
These new candy bars reveal Mars Inc's desire to accommodate consumers who are taking small steps to be mindful of what they eat.
Key Themes Behind This Trend
- Healthier Candy Bars
- The trend of creating candy bars with more nutritious ingredients presents an opportunity for disruptive innovation in the confectionery industry.
- Protein Fortification
- Companies exploring ways to fortify their products with protein can disrupt the traditional candy bar market by offering healthier alternatives.
- Targeted Wellness Campaigns
- Mars Inc's 'Protein By Mars' campaign demonstrates the potential for disruptive innovation in the health and wellness industry by appealing to consumers seeking more mindful eating choices.
Where This Applies
- Confectionery
- The confectionery industry can leverage the trend of healthier candy bars by developing and marketing innovative products with nutritious ingredients.
- Food and Beverage
- The food and beverage industry can explore the protein fortification trend to create healthier snack options, providing disruptive alternatives to traditional products.
- Health and Wellness
- The health and wellness industry can capitalize on the success of targeted campaigns like 'Protein By Mars' to further promote nutritious food choices and expand disruptive innovation in the market.
