Snickers Jumps into the $4 Billion Protein Bar Market with Low-Sugar Variants

Mars is making waves in the snack industry by introducing its Snickers Hi Protein Low Sugar candy bars. Not to be left behind, a white chocolate version also hits the shelves, adding variety to the brand’s protein bar lineup.

The global protein bar market is currently worth over $4 billion and is projected to exceed $7 billion by 2030. With these new candy bars, Mars aims to secure a strong foothold in this lucrative market.

Each bar is a nutritional powerhouse, featuring classic Snickers flavors like peanut, caramel, and nougat. With calorie counts of 217 and 218, these Snickers are a balanced option for those mindful of their caloric intake. Each bar contains 20g of protein and just 2g of sugar.

Michelle Forest, general manager at Mars, shed light on the current market trends. She pointed out that although the protein bar market has grown, consumer adoption rates have plateaued at around 5% over the past year. However, she believes the Snickers brand has the potential to shake things up.

Nutritionally, these new Snickers bars are a cut above the rest. They contain 60% protein and have minimal fats and carbohydrates. When compared to a traditional Snickers bar, these new offerings have 30% less sugar and an impressive 140% more protein per 100g.

In short, Mars is betting on its iconic Snickers brand to impact the protein bar industry significantly. With their low-sugar and high-protein content, these new bars are poised to attract health-conscious consumers and revitalize a market that’s been somewhat static.