The cookie was introduced in the Boston and New York markets in the spring, and went national last month--when brand extensions also arrived with the introduction of crackers and clusters in New York.
To celebrate the Boston expansion, Mars brought a "Mobile Healthy Living Experience" for three-hour visits to four Hannaford's stores over the weekend. The promotion was set up near each store entrance--with one booth demonstrating alternative food options for living a more balanced lifestyle; another booth collecting old cell phones for recycling or resale, with proceeds from the latter benefiting a local conservation organization; and a third booth providing shoppers with free cookies, coupons, hot cider and a chance to win a $50 grocery gift card. The first 50 visitors at each location also received a reusable shopping tote filled with cookies and coupons.
World of Grains, made with eight whole grains, now has five flavors of cookies, three of clusters, and five varieties of crackers. All the products come in on-the-go packs, none with more than 130 calories.
In addition to World of Grains, the three-year-old Mars Health & Nutrition U.S. division also markets such brands as CocoaVia chocolate snacks and Seeds of Change organic seeds.