Mars’ latest brand has wholesome intentions
GOODNESS is at the heart of the latest brand launch from Mars Chocolate as the firm takes aim at the healthier snacking category.
Goodness Knows is the first major UK brand launch from Mars since the roll-out of Celebrations 20 years ago and the new SKU promises to raise a minimum of £100,000 for good causes in its first year thanks to a commitment to donate 10% of profits to small charities.
Hitting shelves this month, Goodness Knows is available in three flavours: Cranberry & Almond, Blueberry & Almond and Apple, Peanut & Almond.
Each bar comprises four snackable squares packed with fruit, whole nuts and rolled oats which are dipped in dark chocolate. The bars contain no artificial flavours or preservatives, says Mars.
“It provides the consumer with that little bit more –a product that can help to spread a little bit of goodness in their communities.”
Goodness Knows is available at an RRP of 90p as well as in a three-bar multipack format at an RRP of £1.99 at a margin of 35%, and will be sited alongside other Mars confectionery products through wholesale channels.
First rolled out in the US, Goodness Knows has been reformulated for the UK market and will be manufactured at Mars Chocolate’s factory in Slough following a multi-million pound investment in the site.
Michele Oliver, VP marketing at Mars Chocolate UK, said: “Following a successful launch in the US last year, where it became the third largest brand in its first six months, we’re thrilled to launch Goodness Knows in the UK.
“Goodness Knows has been created to fit in with people’s busy lifestyles, coming in four squares that can be enjoyed all at once or eaten throughout the day.
“However, it is not just snacking on the go. Consumers increasingly want products that match the values they live by.
“Not only is Goodness Knows a great-tasting treat, it provides the consumer with that little bit more – a product that can help to spread a little bit of goodness in their communities by giving back to good causes in a small way.”
Support for the brand comes in the form of a £4.6m marketing investment, with advertising activity scheduled to kick off in September.
Once activity commences, the heavyweight campaign will see Goodness Knows appear on television screens as often as Mars’ flagship brand Galaxy, with further support from out-of-home advertising as well as online video including bumper ads on YouTube.
Mars has also committed to putting bodies on the ground to engage with retailers, with a team of around 300 Mars reps expected to head to stores nationwide, providing advice on positioning and selling the new products.
Point-of-sale materials will also be available and Mars has suggested retailers follow three key steps to ensure sales success.
The confectionery firm advises retailers to stock up early to ensure the new bars are on shelves when advertising gets going, make the brand visible through POS and discuss the new brand with shoppers.
Mars also provided merchandising advice, suggesting that retailers may consider siting Goodness Knows bars in food to go areas as well as alongside cereal bars.