Alibaba’s data trove held revelations for Mars, as well. Turns out the same people who buy a lot of chocolate also like spicy snacks. That prompted the creation of the Spicy Snickers candy bar, which incorporates the Sichuan peppercorn, the source of China’s famous “mala” (numb and spicy) taste. Typically Mars spends two to three years developing a new product; the Spicy Snickers came together in less than one. Even better, the launch helped the China division meet its goal of having new products account for more than 10 percent of revenue, says Ian Burton, China president of Mars Wrigley Confectionary.