Mars bar has launched a new flavour, Cookie Dough, featuring soft, cookie dough-flavoured nougat, layered with caramel and coated in milk chocolate.

Promoted as a sweet treat for the next generation, Mars Cookie Dough taps into a “booming” confectionery category, driven by younger consumers that prefer a “tantalising” taste.

Research shows that cookie dough-flavoured chocolate products over-index with Gen Z and younger Millennials (41.7%) – well above the category average (Checkout Single Segment Profiling Report – Focus Period: 1/9/21-30/8/22).

“We’re always excited to bring new and trending flavours to Aussie chocolate lovers, through our iconic and much-loved brands,” says Mars Wrigley Bars Portfolio Director Bianca Werkmeister.  

“With its indulgent taste and soft texture, our Mars Cookie Dough bar is sure to become a new favourite.”

Created locally at Mars Wrigley’s Ballarat factory, Mars Cookie Dough bars are set to hit shelves from mid-July, in a single bar (47g) and twin pack (64g) format. A fun-size share pack format will follow from mid-August available in major supermarkets and petrol and convenience retailers.