Mars rolls out new Snickers Crisper

HACKETTSTOWN, N.J. — Candy maker Mars is looking to give consumers “crispy satisfaction” with the latest addition to its line of Snickers products. 

 

The new Snickers Crisper is filled with crisped rice and peanuts, topped with a layer of caramel and coated in milk chocolate. The bar contains fewer than 200 calories — a first for Snickers — and the singles pack contains two squares, each with fewer than 100 calories. 

 

“Snickers is all about satisfying hunger and we're excited to do that in a new and delicious way with Snickers Crisper," Snickers brand director Allison Miazga-Bedrick said. “Crisper delivers a new snacking option with a combination of textures, so it only made sense to highlight combinations of hilarious hunger symptoms in our supporting campaign as well."

 

Snickers Crisper’s introduction will be supplemented by a new marketing campaign that includes in-store displays and promotions, as well as 30-second ads — two of which premiered during the 2016 Golden Globes. They will be sold in 1.41`-oz single packs, 2.83-oz. 4 to Go packs and 10.61 Medium Fun Size bags.