Mars has announced the launch of the new Limited Edition Mars Triple Choc, a twist on the distinctive Mars Bar, chocolate nougat and chocolate caramel, covered in thick milk chocolate.

The Mars Bar remains the UK’s number one selling chocolate bar, and the launch of the Mars Triple Choc Limited Edition aims to build on the strength of the Bars category, which has seen growth of 13% over the last three years.

Innovation in the chocolate category is key to exciting and engaging consumers, as evidenced by the launch of the Snickers Maximus Limited Edition earlier this year.

New Product Development has been identified as a key contributor to market growth, accounting for 11% of value sales in 2010 and the launch of new Mars Triple Choc looks set to build on this.

Bep Dhaliwal, trade communications manager, said:

“Innovation is key in the market, but it can only take place on top of a successful and established brand portfolio.

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