By Gary Symons
TLL Editor in Chief
A deal between coffee brand Victor Allen and confectionery giant Mars will brighten every coffee lover’s day with Twix and Snickers flavors.
Brand Central, the licensing agency for Mars, brokered the deal with Trilliant, which is the parent company of top coffee brand Victor Allen. Trilliant Food and Nutrition was founded in 1979, and is a vertically integrated, high-quality manufacturer in the coffee, powdered, ready-to-drink, and wellness beverage categories.
The result of the collaboration will be the launch of a flavor innovation, Victor Allen’s SNICKERS and TWIX Ready-to-Drink Iced Coffees. Both iced coffees are made with real cream & sugar to deliver the perfect mix of the classic SNICKERS and TWIX flavors fans love, with a subtle undertone of coffee for a flavor and energy boost.
Zac McAuley, Trilliant Senior Brand Manager, says Victor Allen’s candy flavored iced coffees will bring “first of its kind disruptive innovation to a category trending with unique flavor experiences that allow consumers to treat themselves.” As well, the company says the new Iced Coffees will provide consumers with a moment of bliss to treat themselves responsibly, with the 13.7oz bottles only having a total 220 calories, which is lower than most other big brands in the market.
“At Victor Allen’s, we understand the trends of where coffee is headed with consumers wanting new & exciting flavors to treat themselves daily in a convenient RTD format,” McAuley said. “We’re excited to tap into these trends in partnership with such historic Mars Wrigley brands like SNICKERS and TWIX. We look forward to bringing innovations to market that push the traditional limits of coffee for years to come. Stay tuned.”
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With a simple twist of a cap, consumers will be able to transport their taste buds to a place never before possible within the ready-to-drink coffee category. Martin Terwilliger, Senior Marketing Director at Mars Wrigley, says this is the first time the delicious taste of coffee has been paired with the classic flavors of SNICKERS and TWIX bars.
“Mars is delighted to team up with Victor Allen’s to provide consumers with a whole new way to enjoy the beloved flavors of SNICKERS and TWIX, in an entirely new format,” Terwilliger said. “Mars is excited to deliver moments of everyday happiness to fans through product extensions like Victor Allen’s SNICKERS & TWIX Iced Coffees, providing more options for consumers from their favorite brands.”
Mars is a family owned, global business best known as one of the world’s largest confectionery companies, but also works extensively in pet care products and services. Mars has more than 140,000 workers and generates roughly $45 billion in annual sales.