Mars Wrigley has launched its latest hybrid offering, Snickers Cinnamon Bun, a chocolate bar that combines the nougat core of the original Snickers bar with the warm cinnamon flavor of a breakfast bun, offering an autumnal sensory experience. 

This new bi-category NPD bar will debut in Walmart stores around the US this month in time for the start of the fall and football season. It gives consumers an on-the-go option that includes a popular breakfast flavor, according to Mars Wrigley. 

“Snickers Cinnamon Bun delivers a classic flavor that welcomes the fall season and offers a moment of comfort with a taste and texture only Snickers can provide,” says Michelle Deignan, Mars Wrigley senior brand director. 

Mars Wrigleys new Snickers Cinnamon Bun. (Credit: Mars Wrigley)Hybrid hype
Hybrid flavor innovation is increasingly being used to deliver new sensory experiences as consumers become progressively adventurous. Hybrid combinations were spotlighted in Innova Market Insights’ 2020 overarching Top Ten Trends with “Hello Hybrids.” 

The release of this cinnamon flavored chocolate bar follows through on the brands’ trajectory of hybrid launches, which includes Snickers Almond Brownie.

According to a 2021 Innova Flavor Survey, one in three consumers globally agreed that interesting/exotic combinations influence their flavor choices in food and beverages. Innovations can feature in areas such as cross-category mashups, hybrids within beverages or sweet and savory combinations.

Latest hybrid launches
Earlier this year, Mars Wrigley UK and Google Cloud developed the first Maltesers AI cake incorporating AI-generated cake and cookie elements. 

Lactosan A/S launched several new ice-cream flavors featuring cheese powders. In some Asian markets, cheese-based ice cream concepts, such as Cream Cheese flavor, have been increasingly popular.

According to Innova Market Insights data, flavors such as seaweed and durian are featured prominently in new ice cream launches in Asian markets.

BrewDog also developed a limited edition chocolate-flavored beer in collaboration with Tony’s Chocolonely, this year. Tony’s white chocolate raspberry and popping candy bar inspired the beer, which is a white chocolate and raspberry milkshake IPA (5.7 percent alcohol). 

Chocolate NPD insights
According to Innova Market Insights chocolate launches have risen with a CAGR of 4.2% between 2016 and 2020. Health perceptions of chocolate, particularly dark chocolate may explain the growth which is now exceeding other confectionery categories.

Chocolate, chocolate chip and fudge, vanilla, cinnamon and fruit flavors such as strawberry, blueberry, raspberry, lemon and apple are most commonly used in new entries. However, caramel, almond, peanut butter, peanuts and hazelnut lead the way. 

Salted caramel, orange and coconut are becoming more popular. Maple is growing from a very small base. The fastest-growing flavors include vanilla, strawberry, blueberry and lemon but also options like orange, cranberry, birthday cake and cinnamon sugar.

Approximately half of the Americans surveyed eat chocolate as an afternoon snack, and about half consume it as an evening snack. The consumption pattern throughout the day for cakes/pastries and sweet goods is similar to chocolate, so these categories appear to be competing for similar snacking occasions.