Mars Chocolate UK is aiming to tap interest in bakery snacks with the launch of a new variation of the Mars Bar, the Mars Choc Brownie.

Available from today (22 May), the Mars Choc Brownie (RRP 61p) will come in single, four-pack multipacks, and four-pack snack-size multipacks.

It “brings together two of the nation’s favourite food categories – cakes/pastries and chocolate”, according to the company.

Bep Dhaliwal, trade communications manager at Mars Chocolate UK, said: “We know cakes and pastry snacking is the category most in growth among millennials and, by combining this trend with our iconic Mars Chocolate, we’re confident we’ve created an innovative product that can help boost singles sales across the grocery and convenience channels and drive category growth.”

Baked goods and confectionery brands have a long history of partnerships, such as the Cadbury cakes range produced by Premier Foods. Earlier this month, Premier announced it was renewing its Cadbury licensing deal with brand owner Mondelez International.

CSM also produces Cadbury-branded products such as muffins and doughnuts.