The American food giant MARS announced the launch of a new product on the Russian market of balanced nutrition.
The stores started selling cereal bars under the BE-KIND brand. The novelty is presented in three flavors - raspberry, honey and banana. The MARS press service clarified that the product contains whole grains and grains - quinoa, millet, oatmeal, amaranth and others. Each bar contains 30% of the daily value of cereals and less than 10% of sugars of the recommended daily value. BE-KIND bars are presented in the middle price segment.
It is noteworthy that the Russian market was the first where MARS launched sales of a new product. In the future, products will also appear in the Middle East and Europe.
It is assumed that in 2021 about 300-400 tons of bars will be delivered to Russia. MARS will direct significant investments to promote new products on the market. The first sales of BE-KIND started in retail chains in mid-May. The recommended retail price for a new product starts from 50 rubles.
“The BE-KIND brand was launched in Russia in May 2019, and in two years we will take a leading position in the segment of fruit and nut bars. In the category of cereal bars, we see great potential for development, more than 60% consumers today come to the segment of bars for a balanced snack precisely through cereal bars, - commented Maher Batruni, President of Mars LLC, CEO of Mars Wrigley in Russia.
