“Mars Drinks & Treats” are  looking to capitalise on the continued growth of the flavoured milk category with the relaunch of their Thick Shakes. The flavoured milk market is worth £172 million and has seen a 12% growth* MAT year on year.

Chocolate is the most popular flavour in milk drinks with almost 1/2 of all sales being chocolate. The Mars range of thick shakes are all super chocolatey but each has a different chocolate flavour in line with the taste of the chocolate bar: GALAXY is a smooth & creamy milk chocolate shake, MILKY WAY  is a light chocolate vanilla shake with no added sugar and MARS is a chocolate/caramel/malt shake.

The range has been launched with new easy-handle bottles and new designs which highlight the all important milk content. They also have very strong shelf impact so consumers can’t miss them!

These milkshakes are sold in 400ml bottles with an RSP of £1.29. They are available in major supermarkets, petrol stations and independent stores.

Bep Dhaliwal, trade communications manager for Mars, comments: “The Thick Shake range is a really strong contender in the flavoured milk category. These drinks combine the popularity of the GALAXY, MILKY WAY and MARS confectionery brands with a fast growing category.

Importantly, while presented to consumers in chilled refrigerators, the products are ambient, so offer long shelf life.”

The Thick Shakes will be supported by a new “Embrace the Meltdown“ campaign inviting consumers to celebrate the taste of their favourite chocolate bars in milk! An on pack flash will invite consumers to visit the website www.embracethemeltdown.com to win cool chocolatey stuff like chocolate flipflops and teapots! In addition, a crazy “penguin meltdown” game will be available on line or as a downloadable app.

*MAT 52 w/e 21 May 2011

SHS Sales and Marketing

Tel: 01452 378 678

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