Mars Chocolate UK has launched a limited edition Mars Xtra Choc variant.

Available now in single (rrp 51p), three-packs (rrp £1.34) and a snack size four-pack (rrp £1), the bars have a thicker milk chocolate coating.

Trade communications manager Bep Dhaliwal said: “We expect Mars Xtra Choc to be our most successful Mars limited edition to date, as it builds on the success of Triple Choc in 2011 and consumer research has shown a higher purchase intent for Mars Xtra choc vs Mars Triple choc. We recommend that retailers stock up early on the limited edition Mars Xtra Choc bars - when they’re gone, they’re gone!”

The brand believes that limited edition variants will be the key to growth in 2015 and will be supporting retailers with a range of promotional materials. There will also be a £9m multimedia spend for the Mars brand in 2015.