Snickers rolls out high-energy version

Mars Snackfood US has rolled out a nutritionally enhanced version of its iconic Snickers bar with distinctive graphics.

Snickers Charged features 60 milligrams of caffeine per 1.83-ounce bar, plus taurine and B vitamins. Graphically, the flowrapped film is a significant departure from the distinctive brown of mainstream Snickers. It uses a silver background, with the Snickers logo subordinated to the word “Charged,” and a frontal image of a rhinoceros head.

“Research shows that consumers desire a product that not only provides a boost of energy but is also satisfying in taste,” says Michele Kessler, vice president of marketing for Mars Snackfood US.