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Mars out of this world chocolate for out of shape consumers

Mars out of this world chocolate for out of shape consumers...

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Feature Analysis MarketWatch: Global Round-up © Datamonitor, November 2006 w w w . d a t a m o n i t o r . c o m - 59 - Mars: out of this world chocolate for out of shape consumers The launch of a single serve variety of Mars' healthy chocolate range CocoaVia shows that the company is keen to expand into the growing on-the-go sector of the snacks industry. However, the concept of the healthy chocolate bar is one that has alerted Mars' competitors, which are eager to catch their own share of the market. Mars began selling CocoaVia in multi-packs in September 2005, becoming the first major US confectioner to launch a chocolate bar brand which was actively promoted for its health giving properties. The launch of the individual single serving variety will further aid expansion of the brand by exploiting the high growth of out-of- home snacking occasions. Datamonitor forecasts that the overall number of European and US out-of-home snacking occasions will reach 157 billion by 2010, up from 138 billion in 2005. This reflects a growth rate of 14%
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