Mars is introducing a campaign for Snickers Bites -- the unwrapped, bite-sized cubes launched in May that sold in 2.83-ounce and 8-ounce bags. Snickers Bites followed Hershey's launch in 2011 of unwrapped, miniature candies, which are "trending a lot more with younger consumers, who like the ease of eating more convenient snacks," says Matthew Hudak, a candy industry analyst. Ads for the product feature Kenny G and the "You're not you when you're hungry" theme and will air on networks such as NBC, CBS, Bravo and Comedy Central.

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