Chocolate Manufacturers – Guide for Chocoholics – FLING Chocolate

We featured FLING Chocolate in our Chocolate Manufacturers – Guide for Chocoholics.

FLING Chocolate
photo courtesy of

About FLING Chocolate

In January 2009, Mars Snackfood US introduced FLING™ Chocolate – a new chocolate line that is playfully flirtatious, alluring and unapologetic in its desire to tempt women to enjoy a “naughty but not that naughty™” treat.

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 U.S., with 72 facilities nationwide. Mars Snackfood US includes some of the world’s favorite brands such as, M&M’S® Brand, SNICKERS® Brand, DOVE® Chocolate Brand, MILKY WAY® Brand, 3 MUSKETEERS® Brand, and TWIX® Brand. Additional popular brands in the petcare and food segments for Mars North America include UNCLE BEN’S® Brand, PEDIGREE® Brand Food for Dogs, and WHISKAS® Brand Food for Cats.

FLING and Facts:

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 desire 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.

“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 Chocolate is more than just a premium, light 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. Since March 2009, a tongue-in-cheek regional print, television and online advertising campaign has captured consumers’ imagination with innuendo-laden headlines and “naughty but not that naughty” commercials as well as a number of celebrity events.

“For FLING Chocolate, 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 Chocolate 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.”

FLING Chocolate bar
photo courtesy of FLING Chocolate

About the products:

Each decadent stick 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 long for it.  But at under 85 calories per stick, 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 be afraid to commit to just one. 


FLING Chocolate 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 sticks and $3.39 for a Multi-Pack Carton of ten individually wrapped sticks. Los Angeles residents will have the opportunity to enjoy a FLING through unique sampling initiatives in their city. 

Additionally, FLING Chocolate is currently available to chocolate lovers everywhere at To become a fan, please visit FLING Chocolate on Facebook!