Mars Redefines the Perception of a ‘FLING(TM)’ with New Naughty but Not...

Mars Redefines the Perception of a ‘FLING(TM)’ with New Naughty but Not That Naughty(TM) Chocolate Treat

Chocolate Maker Launches New Guiltless Pleasure


HACKETTSTOWN, N.J., Feb. 3 /PRNewswire-HISPANIC PR WIRE/ — Mars Snackfood U.S. announced today that this winter, they will be giving women what they want with the introduction of FLING(TM) — a new chocolate finger that is playfully flirtatious, alluring and unapologetic in its desire to tempt women to enjoy a “naughty but not that naughty(TM)” treat. Available exclusively in California in 2009, FLING tastes surprisingly light, allowing one to savor every guiltless bite.

Each decadent finger contains a delicate truffle sitting on a subtle crisp layer of meringue enrobed in shimmering, velvety chocolate that looks as good as the women who crave it. But at under 85 calories per finger, FLING offers chocolate liberation — freeing every woman from the guilt of indulging in chocolate pleasure. The new line offers three distinct flavors: milk chocolate, dark chocolate and hazelnut, so there’s no need to commit to just one.

California women love indulging themselves, with chocolate as their primary indulgence. According to a survey of 500 California women, 85% have given into their chocolate indulgence in the past three months. Can chocolate be a replacement for men? Not yet, but California women confess that they enjoy chocolate as much as passionate kissing (77% enjoy chocolate, 75% enjoy passionate kissing). In 2009, satisfying your chocolate craving is a sure investment, as California women are committed to keeping their chocolate an affordable fling in their lives. Today, California women claim they are less likely to give up chocolate and splurging on clothes than other indulgent “flings” such as drinking gourmet coffee, having girls’ nights out and spa treatments.(1)

“Every woman desires a moment of the day just for herself, to let inhibitions go and to indulge in what she fancies,” said Thomas Pinnau, Vice President of Indulgence, Mars Snackfood U.S. “FLING is more than just a premium, low calorie candy treat. It’s about embracing what we all love about chocolate while liberating ourselves from the guilt of indulging in what we desire.”

The brand uses the unconventional and liberating tagline “naughty but not that naughty” — a unique description for a daily indulgence that every woman longs for. Starting in March 2009, a tongue-in-cheek regional print, television and online advertising campaign will capture consumers’ imagination with innuendo-laden headlines and “naughty but not that naughty” commercials as well as a number of celebrity events. Additionally, consumers can visit for more information on the product. Los Angeles residents will have the opportunity to enjoy a FLING through unique sampling initiatives in their city.

“For FLING, we are taking a limited market launch for unlimited learning. Our California launch is designed to deliver a successful brand and achieve our ultimate goal — to establish FLING within the consumer’s chocolate repertoire,” said Pinnau. “This investment in product and marketing innovation will allow us to grow responsibly as we understand how to best engage the consumer in a meaningful way.”

Starting in January 2009, FLING is only available at California-based grocery, drug, mass merchandise, convenience and specialty stores. The suggested retail price is $0.79 for a Single Pack of two fingers and $3.39 for a Multi-Pack Carton of ten individually wrapped fingers.

Additionally, FLING is currently available to chocolate lovers everywhere at

About Mars Snackfood U.S.:

Mars Snackfood U.S. is the United States snack operations of Mars North America. With more than $7 billion in annual sales in the U.S., Mars North America includes food, snack and pet care segments, which are a symbol of excellence for quality brands. Headquartered in Hackettstown, New Jersey, Mars North America employs more than 15,000 associates in the United States, with 72 facilities nationwide. Mars Snackfood U.S. includes some of the world’s favorite brands such as, M&M’S(R) Brand, SNICKERS(R) Brand, DOVE(R) Chocolate Brand, MILKY WAY(R) Brand, 3 MUSKETEERS(R) Brand, and TWIX(R) Brand. Additional popular brands in the petcare and food segments for Mars North America include UNCLE BEN’S(R) Brand, PEDIGREE(R) Brand Food for Dogs, and WHISKAS(R) Brand Food for Cats. Please visit

(1) Greenfield survey conducted online amongst 500 California women aged 18-40, weighted to be representative of the population, with an oversample of 100 each in Los Angeles and San Francisco for a total sample of 247 in Los Angeles and 170 in San Francisco. Fielded December 18-28, 2008.

SOURCE Mars Snackfood U.S.

Mars Redefines the Perception of a ‘FLING(TM)’ with New Naughty but Not That Naughty(TM) Chocolate Treat