He knows every snack-marketing trick in the book. Crispin specializes in lavish, zeitgeisty campaigns for brands such as Burger King and Old Navy.
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Published on May 21, Mars Snack proposal North America is taking its Goodnessknows snack-bar line national after years of testing it in a handful of markets. The new products from the two fierce candy competitors combine fruit, nuts and chocolate into a bar form and appear squarely aimed at successful bar start-up brand Kind.
Mars and Hershey dominate the U. One of the fastest growing brands is Kind, which has grown its share from 2. The tagline, "Try a Little Goodness," alludes to the health credentials of the bars, which Mars says are made without artificial colors, flavors or sweeteners and contain calories each.
Like Kind bars, the Goodnessknows bars includes whole pieces of fruit and nuts that are clearly visible. Flavors include cranberry almond, apple almond and peanut and peach and cherry -- all layered on a base of dark chocolate.
Unlike Kind, the bars are broken into four separate squares that Ms. De Pablos-Barbier said "allows you to control your portion.
Berta De Pablos-Barbier said transparent packaging risks exposing the bars to light that could oxidize the bars and change their taste. Lisa Mann, exec VP-marketing for Kind, responded in a statement that Kind "pioneered transparent packing within the snack bar category more than 10 years ago" because it wanted ingredients "to be the hero of our snacks.
The bars are expected to be supported with a digital ad campaign, according to a spokesman. Like the Goodnessknows brand, Brookside packaging touts a litany of health claims, including being made from real fruit and containing no artificial flavors, while providing a "good source of antioxidant vitamins A,C, E.
Mars recently voiced support for a Food and Drug Administration proposal that would mandate the inclusion of "added sugars" on the nutrition facts panel on packaging. At present, foods must only list total sugar, which could include sugar that is added as well as naturally occurring sugar.
Mars is also supporting a recommendation by the World Health Organization and U. For context, a can of Coke contains 39 grams of sugar. Kind recently ran into some trouble with the FDAwhich warned the company that its use of the word "healthy" to describe four of its bars did not meet regulatory standards, including exceeding allowable amounts of saturated fat.
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