M&M’s eyes sports nutrition arena with protein bar launch

15 Jul 2020 --- Confectionery and sports nutrition are coming together in M&M’s Hi Protein chocolate and peanut bars. Launched by Mars Consumer Drinks & Treats, these two offerings mark the UK’s first M&M’s branded range of protein products. The company says the bars target the growing number of shoppers looking for convenient, on-the-go treats with added protein. Notably, they join the company’s growing portfolio of products in this crossover category.

“All major multiple grocery stores are quickly expanding their protein bar ranges, with taste and brand trust playing vital roles in driving increased demand as health and wellbeing continues to be one the fastest growing trends. Our M&M’s Hi Protein Chocolate and M&M’s Hi Protein Chocolate Peanut bars offer shoppers brand recognition and a [high] level of familiarity and taste,” says Michelle Frost, General Manager at Mars Consumer Drinks & Treats.

Indeed, “The Right Bite” is one of Innova Market Insights’ Top Trends for 2020 as modern consumers are faced with the balancing act of juggling family, career and social responsibilities, while striving to maintain physical and mental wellbeing. According to the market researcher, global snacking launches featuring high protein claims had a CAGR of 16.8 percent between 2015 and 2019, while the use of energy and alertness claims rose 13.7 percent over the same period.

The bars contain 15g of protein and 192 calories. They will launch next week and feature familiar packaging for M&M’s consumers. “The M&M’s brand is one of most popular names in confectionery and one that we have always been keen to introduce in a protein bar format. The brand is recognized as fun and animated, which has been incorporated into both the packaging and marketing narrative, which will feature both Red and Yellow [characters],” adds Frost. 

The mainstreaming of sports nutrition has seen a boom in diverse NPD in this space.Earlier this year, Mars Consumer Drinks & Treats added the Twix brand to its range of powders. “We also made Snickers Hi-Protein Peanut Butter a permanent stock-keeping unit (SKU) after the initial limited edition launch proved so popular. We are confident that both M&M’s bars will be in similar demand and play a key role in the impact Mars continues to have on sales in the grocery and impulse sports nutrition market,” details Frost. 

Last summer, M&M’s added English Toffee Peanut to its line-up in US stores following the launch of three internationally-inspired M&M’s Peanut flavors with its 2019 Flavor Vote campaign. The other flavors were Mexican Jalapeño Peanut and Thai Coconut Peanut.

Meanwhile, the sports nutrition market is booming as it continues to move into the mainstream, with Innova Market Insights reporting 23 percent average annual global growth between 2015 and 2019. This has had an impact on NPD, which now includes everything from CBD-infused protein powder to vegan protein coffee. In April, NZMP addressed the rising demand for lower sugar content in protein bars with the addition of three whey and milk protein ingredients to its SureProtein snack bar portfolio.

Edited by Katherine Durrell