Mars Chocolate Drinks and Treats (MCD&T) has unveiled Secret Centre Biscuits to tap into demand for indulgent sweet treats.
The line-up includes two varieties: Mars Secret Centre Biscuits, which feature a fusion of chocolate, caramel and nougat flavours coated in milk chocolate, and Bounty Secret Centre Biscuits, which have a creamy coconut filling covered in milk chocolate.
Priced at £1.69 for an eight-pack (132g), Secret Centre Biscuits are currently being sold exclusively at Home Bargains stores, ahead of their roll out at Poundland outlets from 20 August.
“Observing the growth of the special treats subcategory, we have developed new Mars Secret Centre Biscuits to offer Mars fans something a little more indulgent in their biscuit choice,” said MCD&T general manager Michelle Frost.
Frost noted that the sub-category is adding incremental growth to the sweet biscuit category and has accelerated by 46% over the last four weeks alone. Special treats contributes £207 million to the overall UK biscuit sector, according to Nielsen data to 13 May 2023.
“In financially challenging times, this growth is credited to the lipstick effect; when consumers seek to reward themselves with smaller treats and pick-me-ups, where shoppers will trade up to a more indulgent option, such as a fully coated biscuit,” Frost added.
“This makes for a really exciting time for retailers to be investing more into the category, and introducing the much-loved taste of our confectionery brand favourites to their customers in new formats!”
In April, the company unveiled gluten-free cookies NPD based on two of its other popular chocolate bar brands, Twix and Galaxy. This followed the launch last December of Galaxy milk chocolate and Galaxy orange digestive biscuits, which aimed to dunk into McVitie’s share of the digestive biscuit market.
McVitie’s recently rolled out a white chocolate digestives version, which owner Pladis described as the brand’s ‘most significant launch in a decade’.
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