Mars Chocolate UK, home to seven out of the top ten bitesize brands (Nielsen: Total Impulse 12 w/e £ ROS 31st Dec 2016), has announced the return of its Sweet Sundays promotion for the sixth year running.

The initiative offers consumers free cinema tickets through the chocolate brands they love to share with a movie, and is the manufacturer’s biggest bitesize activation in 2017.

Led by Maltesers – the UK’s number one Bitesize brand (Impulse Report Total Independents P3 2016), the promotion features Mars Chocolate’s family of best-selling bitesize products including M&M’s, the number one chocolate brand in the world, Galaxy and Milky Way. New for 2017, the promotion will also include Bars to Bites pouches, M&M’s Crispy and Chocolate More To Share pouches, and Galaxy and Maltesers Large and More To Share blocks.

Bep Dhaliwal, trade communications manager at Mars Chocolate UK said: “Bitesize is the fastest growing Chocolate segment and Sweet Sundays is a proven category growth opportunity (Nielsen Scantrack, Total Coverage, 4 WE 2015 Value Data), offering high value to shoppers by overcoming barriers to their favourite out of home activity.

“Going to the cinema remains the UK’s number one activity to do outside of the home, with the highest admissions at the weekend, and our Sweet Sundayspromotion provides consumers with even more opportunities to get free cinema tickets, as well as unlocking cross-segment opportunities for retailers to boost sales.”

Retailers will have eye-catching POS to support their in-store activation and help boost sales.

In order to claim their free cinema ticket, consumers need to buy two promotional ‘More To Share’ pouches or blocks, or five promotional Standard pouches, and visit to register the codes and select their preferred cinema chain. Promotional codes must be registered between 00:01 on July 13 and 23:59 on October 19.

Sweet Sundays follows this year’s successful Sweet Nights In promotion which offered consumers money off the latest in-home entertainment through Google Play.