Mars extends bakery range with secret centre biscuits

Mars Chocolate Drinks & Treats has expanded its biscuit range with four new launches, including a duo of secret centre biscuits.

The Bounty Secret Centre Biscuit features a shortcake cup filled with Bounty coconut cream, coated with chocolate and sprinkled with desiccated coconut while the limited-edition Galaxy Caramel Secret Centre Biscuit sees a shortcake cup filled with caramel and covered in Galaxy chocolate.

Also joining the line-up are Mars Soft Centres – a crunchy cookie containing chocolate and caramel pieces and an inner soft centre of caramel and chocolate – and a Galaxy White Chocolate Chunk Cookie. Both are available now while the Secret Centre biscuits roll out on 16 June. All four have an rsp of £1.99 for eight biscuits.

“We believe that our new launches, combining the strength of our brands and product innovation, will help to drive sales within the category,” said Michelle Frost, general manager at Mars Chocolate Drinks & Treats.

“With caramel centres, chocolate chunks, cookies, biscuits, cream middles and crunch, the new launches have something for everyone.”

In the UK, the total sweet biscuit market is growing at a rate of 2.7% year on year (YOY), while the largest sub-category within sweet biscuits, which includes cookies, is currently worth £446 million with YOY growth of 4.1% [Nielsen 52 w/e 21 April 2019].

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