Mars Snackfood US announced that this winter, they will be giving women what they want with the introduction of FLING™ – 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™” treat. Available exclusively in California in 2009, FLING tastes surprisingly light, allowing one to savor every guiltless bite.

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 percent 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 percent enjoy chocolate, 75 percent enjoy passionate kissing).   “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 US. “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.”