Mars to Phase Out M-Azing Brand

Will discontinue most of line

Published in CSP Daily News

HACKETTSTOWN, N.J. -- Mars Inc. will discontinue all but one variety of the M-Azing candy bar line launched in 2004, and plans to rebrand the bar in 2008, AdAge.com reported.

As Mars refocuses on its core businesses, it has been quick to dispense of underperforming brands, including Aquadrops and Cookies &, said the report.

TNS Media Intelligence figures show the company has spent $39 million in media on the brand since its August 04 debut, yet M-Azing sales fell 38% to $14 million for the 52-weeks ended Oct. 8 in food drug [image-nocss] and mass outlets excluding Wal-Mart, according to Ad Age, citing Information Resources Inc. (IRI).

A company spokesperson told the advertising news outlet that Mars will discontinue all but the strongest M-Azing item, the M-Azing Crunchy Singles bar. The line has included a Crunchy Peanut Butter Singles bar and miniatures of both varieties.

An executive close to the company said M-Azing, which embeds M&M's into a chocolate bar, is expected to be reintroduced in 2008 under a different name, and they'll do a better job telling consumers what it is, the executive told Ad Age.

Ads for M-Azing, mainly TV spots from Omnicom Group's BBDO Worldwide, New York, have featured amazing human tricks people performed that magically opened the chocolate bar with M&M Minis. The tagline avers, M-Azing. Are you?

Instead of focusing as much on M-Azing this year, Mars will put its energies toward the new limited-edition Snickers Dark, coming in December, as well on new Dark Peanut M&M's, the report said. The company also plans to relaunch its Twix Peanut Butter bar with a new formulation and to open its third M&M's World retail location, this one in Times Square.

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