SNICKERS Launches Limited-Edition Oat Dark Chocolate Bar In Malaysia
In a move to capture evolving consumer tastes, Mars, Incorporated has launched a limited-edition SNICKERS Oat Dark Chocolate Bar in Malaysia. The new variant features the classic SNICKERS combination of peanuts, caramel, and nougat, but with the addition of "wholesome oats" and a "rich dark chocolate" coating.
The new bar, with its promise of 50% less sugar, is positioned as a better-for-you indulgence. Promoted by Mingyu from K-pop group SEVENTEEN, Mars' marketing strategy taps into broader industry trends, notably the growing consumer interest in East Asian flavors and IP collaborations, such as Godiva’s Labubu partnership and Hershey’s Pokémon tie-up among many others.
A Dynamic And Highly Competitive Market
The launch of the SNICKERS Oat Dark Chocolate Bar positions the brand to capitalize on two key, albeit smaller, market segments: dark chocolate and better-for-you. The dark chocolate segment, representing a modest share of the total market, is a premium space led by local stalwart Beryl's with a dominant share alongside international brands like Lindt and Ritter Sport according to Linium Intelligence data. While SNICKERS currently holds a small low single digit share in this segment, the new variant provides a direct opportunity to grow this footprint. Additionally, 50% less sugar claim is a strategic entry into the nascent but growing better-for-you (BFY) market. This segment which includes vegan, sugar-free, and organic options, currently accounts for a low-single-digit share, with no-sugar-added (NSA) products making up only 1% of the market.
SNICKERS’ new oat dark chocolate bar represents an exciting opportunity to expand the brand’s presence in Malaysia’s growing better-for-you segment. While milk chocolate currently dominates the market, shifting consumer preferences toward premium and reduced-sugar options create a compelling space for innovation.
By introducing a 50% less sugar variant in dark chocolate, a category where SNICKERS has a relatively small presence, the brand is strategically diversifying its portfolio to meet evolving tastes. This move also aligns with Mars’ global commitment to offering more mindful indulgences.
Though the sugar-free segment is competitive and highly consolidated, SNICKERS’ strong brand equity and bold marketing strategy (notably its partnership with SEVENTEEN’s Mingyu) position it well to engage new audiences.