Snickers joins the energy rush with "Charged" candy bar

If you’re the type that survives on caffeine every day, the makers of Snickers candy bars may have a more tasty solution than a dozen cups of coffee or a few energy drinks.

On Wednesday, the Mars Snackfoods Company announced the upcoming launch of the “Snickers Charged,” a chocolate bar with the same peanuts, nougat and caramel as the original we know and love, plus 60 milligrams of caffeine, B-vitamins and taurine. In comparison, a 12-oounce can of Coca-Cola has about 34 mg, Pepsi has around 38mg, and 8 ounces of coffee may contain anywhere between 60-120mg (depending on how it’s brewed).

According to an article published by Retail Merchandiser, over 80 percent of US adults consume caffeine each year, and sales of caffeinated drinks increased more than 55 percent during 2006. Conversely, a poll by TheBostonChannel.com viewers (right) showed that only about half of them would eat a chocolate bar with caffeine.

“Snickers Charged offers consumers a bar of substance and a delicious and satisfying way to tackle the afternoon hours when one needs to ‘re-power,’” said Michele Kessler, vice president of marketing for Mars Snackfood. “Research shows that consumers desire a product that not only provides a boost of energy but is also satisfying in taste.”

Snickers Charged is available in select stores from now until March 2008. No word yet whether it will continue beyond that date. Approximate retail price is $0.65.