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Mars Snackfood US has introduced 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," the company said in a statement.
"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 of more than 1,000 people, funded by Mars Snackfood US, 84 percent of Americans aged 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 2p.m. and 3 p.m.