New SNICKERS(R) Charged(TM) Satisfies Two Need States, Hunger and Energy;

Brand Proclaims 2-3 p.m. 'Re-Power Hour'

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    HACKETTSTOWN, N.J., Jan. 23 /PRNewswire/ -- SNICKERS(R) Brand announced
 today the introduction of SNICKERS Charged(TM), 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.
 
     (Photo: http://www.newscom.com/cgi-bin/prnh/20080123/AQW034)
 
     To meet consumer needs and help millions of Americans take back their
 energy-zapped afternoons, SNICKERS(R) Brand is proclaiming the post-lunch,
 pre-dinner hour between two and three p.m. the SNICKERS Charged(TM)
 Re-Power Hour.
 
     "SNICKERS Charged(TM) 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(1), 84 percent of Americans age 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 two and three p.m.
 
     Caffeine, a Buzz-worthy Trend
 
     With more than 80 percent of American adults consuming caffeine each
 year(2), the market for caffeinated products continues to expand. According
 to Beverage Digest, sales of all caffeinated drinks increased more than 55
 percent in 2006 and food manufacturers are taking notice. Recent
 introductions of caffeine-infused products include gum, lip balm, mints,
 beer and even soap. SNICKERS Charged(TM) is the latest product to appeal to
 the 55 percent to 90 percent of the U.S. population who consume caffeine
 every day(3).
 
     Ingredients Offer Lasting Energy
 
     SNICKERS Charged(TM) contains 60 milligrams of caffeine. In comparison,
 an 8-ounce soft drink contains 20-40 milligrams of caffeine, an 8-ounce
 regular coffee contains 65-120 milligrams of caffeine and an 8-ounce energy
 drink contains 72-80 milligrams of caffeine(4). SNICKERS Charged(TM) adds
 caffeine, taurine and B-vitamins to the great tasting nougat, peanuts,
 crunchy peanuts, creamy caramel and milk chocolate for a bar that provides
 consumers lasting energy and hunger satisfaction. SNICKERS Charged(TM) is
 how SNICKERS(R) does energy.
 
     Now available in select food, mass, club, convenience and drug stores
 through March 2008, SNICKERS Charged(TM) comes in a 1.83 ounce single pack
 (comprised of one SNICKERS Charged(TM) bar) and retails for $.65. For more
 information, visit http://www.snickers.com.
 
     About Mars Snackfood US
 
     Mars Snackfood US is the United States snack operations of Mars North
 America. With more than $7 billion in annual sales in the U.S., Mars North
 America includes food, snack and pet care segments, which are a symbol of
 excellence for quality brands. Headquartered in Mount Olive, New Jersey,
 Mars North America employs more than 12,000 associates in the United
 States, with 54 facilities nationwide. Mars Snackfood US, headquartered in
 Hackettstown, New Jersey, includes some of the world's favorite brands such
 as DOVE CHOCOLATE(R) Brand, M&M'S(R) Brand, MILKY WAY(R) Brand, SKITTLES(R)
 Brand, SNICKERS(R) Brand, STARBURST(R) Brand, 3 MUSKETEERS(R) Brand,
 TWIX(R) Brand and more. Additional popular brands in the petcare and food
 segments for Mars North America include UNCLE BEN'S(R) Brand, PEDIGREE(R)
 Brand Food for Dogs, and WHISKAS(R) Brand Food for Cats. Please visit
 http://www.mars.com.
 
 

     1. This research project was conducted by Impulse Research and funded by
        Snickers(R) to assess the consumption of caffeinated products among
        Americans. The survey was conducted online with a random sample of
        1,088 men and women ages 18-24 -- all members of the CyberPulse(TM)
        Advisory Panel. The Advisory Panel has been carefully selected to
        closely match U.S. population demographics. Research was conducted in
        January 2008. The overall sampling error for this survey is +/- 3% at
        the 95% level of confidence.
     2. The World of Caffeine. The Science and Culture of the World's Most
        Popular Drug by B.A. Weinberg and B.K. Bealer, New York: Routledge,
        2001.)
     3. Gupta, Sanjay, M.D. "The Caffeine Habit." Time. 20 Sep. 2007
     4. IFIC (International Food Information Council)
 
 

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