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First Candy Bar From Snickers Brand Provides A Boost of Energy with Caffeine, Taurine, and B-Vitamins

5:44 am by Candy Press Releases in Candy Press Releases

New SNICKERS® Charged™ Satisfies Two Need States, Hunger and Energy; Brand Proclaims 2-3 p.m. “Re-Power Hour”

Hackettstown, N.J., (January 23, 2008) – SNICKERS® Brand announced today the introduction of SNICKERS Charged™, the first candy bar from the brand that provides a boost of energy with added caffeine (60 mg), taurine and B-vitamins. This new product responds to current marketplace trends and satisfies two need states craved by consumers who seek hunger satisfaction and a boost of energy.

To meet consumer needs and help millions of Americans take back their energy-zapped afternoons, SNICKERS® Brand is proclaiming the post-lunch, pre-dinner hour between two and three p.m. the SNICKERS Charged™ Re-Power Hour.

“SNICKERS Charged™ offers consumers a bar of substance and a delicious and satisfying way to tackle the afternoon hours when one needs to ‘re-power,’ said Michele Kessler, vice president, marketing, Mars Snackfood US. “Research shows that consumers desire a product that not only provides a boost of energy but is also satisfying in taste,” added Kessler.

According to a recent survey, 84 percent of Americans age 18 to 24 said they consume caffeinated beverages on a daily basis, yet only 19 percent are satisfied with the boost they get from soft drinks, coffee or energy drinks. Seventy percent rank satisfying taste as the most important product quality for their caffeine selection. Additionally, 64 percent of survey respondents said they are in need of an energy recharge in the afternoon at least three to four times per week and one-third of respondents said they need it primarily between two and three p.m.

Caffeine, a Buzz-worthy Trend
With more than 80 percent of American adults consuming caffeine each year, the market for caffeinated products continues to expand. According to Beverage Digest, sales of all caffeinated drinks increased more than 55 percent in 2006 and food manufacturers are taking notice. Recent introductions of caffeine-infused products include gum, lip balm, mints, beer and even soap. SNICKERS Charged™ is the latest product to appeal to the 55 percent to 90 percent of the U.S. population who consume caffeine every day.

Ingredients Offer Lasting Energy
SNICKERS Charged™ contains 60 milligrams of caffeine. In comparison, an 8-ounce soft drink contains 20-40 milligrams of caffeine, an 8-ounce regular coffee contains 65-120 milligrams of caffeine and an 8-ounce energy drink contains 72-80 milligrams of caffeine. SNICKERS Charged™ adds caffeine, taurine and B-vitamins to the great tasting nougat, peanuts, crunchy peanuts, creamy caramel and milk chocolate for a bar that provides consumers lasting energy and hunger satisfaction. SNICKERS Charged™ is how SNICKERS® does energy.

Now available in select food, mass, club, convenience and drug stores through March 2008, SNICKERS Charged™ comes in a 1.83 ounce single pack (comprised of one SNICKERS Charged™ bar) and retails for $.65. For more information, visit www.snickers.com.

About Mars Snackfood US
Mars Snackfood US is the United States snack operations of Mars North America. With more than $7 billion in annual sales in the U.S., Mars North America includes food, snack and pet care segments, which are a symbol of excellence for quality brands. Headquartered in Mount Olive, New Jersey, Mars North America employs more than 12,000 associates in the United States, with 54 facilities nationwide. Mars Snackfood US, headquartered in Hackettstown, New Jersey, includes some of the world’s favorite brands such as DOVE CHOCOLATE® Brand, M&M’S® Brand, MILKY WAY® Brand, SKITTLES® Brand, SNICKERS® Brand, , STARBURST® Brand, 3 MUSKETEERS® Brand, TWIX® Brand and more. Additional popular brands in the petcare and food segments for Mars North America include UNCLE BEN’S® Brand, PEDIGREE® Brand Food for Dogs, and WHISKAS® Brand Food for Cats. Please visit www.mars.com.

This research project was conducted by Impulse Research and funded by Snickers® to assess the consumption of caffeinated products among Americans. The survey was conducted online with a random sample of 1,088 men and women ages 18-24 — all members of the CyberPulse™ Advisory Panel. The Advisory Panel has been carefully selected to closely match U.S. population demographics. Research was conducted in January 2008. The overall sampling error for this survey is +/- 3% at the 95% level of confidence.

The World of Caffeine. The Science and Culture of the World’s Most Popular Drug by B.A. Weinberg and B.K. Bealer, New York: Routledge, 2001.)

Gupta, Sanjay, M.D. “The Caffeine Habit.” Time. 20 Sep. 2007
IFIC (International Food Information Council)