HACKETTSTOWN, N.J. – This week Mars Inc. announced the launch of its new Snickers Crisper snacking solution, the first bar from the confectioner with less than 200 calories per serving.

"Crisper delivers a new snacking option with a combination of textures, so it only made sense to highlight combinations of hilarious hunger symptoms in our supporting campaign as well,” said Allison Miazga-Bedrick, Snickers brand director.

The new confection features crisped rice and peanuts, topped with a layer of caramel and coated in milk chocolate. The bar has less than 200 calories per serving, and a singles pack includes two squares at less than 100 calories each.

Mars is rolling out the new confection with a fully integrated marketing campaign, including advertising, in-store displays and promotions. Two ads debuted during the Golden Globes telecast on January 10.