Mars markets first limited edition bar in Russia

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MOSCOW--Mars, in an attempt to woo Russians in their 20's and30's, is introducing a new version of its Mars bar -- covered with darkchocolate and filled with white nougat. Julia Baunova, the Mars Russia brand manager, says it's the first time Mars has produced a limited edition in Russia.

"By doing this, we want to turn to a different segment of people," Ms.Baunova says. Candy bars are a relatively new product for the Russian market and most of them are consumed by youth. Sergey Yahsko, an analyst with marketing company GFK-Rus, says the core consumers of these heavilyadvertised products fall into the 14-to-25 age range. Mars bars account for 40% of candy bars sold in Moscow shops.

Ms. Baunova says the new variety is aimed at people between the ages of 20 and 30. "We hope the launch of the new edition may bring new life into this brand and will attract new consumers."

D'Arcy Masius Benton & Bowles, Moscow, will handle the launch of the "bitter" Mars bars. The company will continue to produce the traditional Mars bar.

Copyright September 1999, Crain Communications Inc.

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