Mars Smiles All the Way to Orlando

Mars smiles all the way to Orlando

By Hibah Noor on February, 10 2015 | Confectionery & Fine Foods

Mars International Travel Retail (MITR) will be highlighting its latest smile-inducing products and discussing its new category vision with buyers at the IAADFS Show (booth 523).

Among the new fun-ﬁlled new products for the Americas region is the M&M’s mug. Described as a gift for a loved one, this is available as either the red or yellow M&M’s popular character. A snappy quote and a 45g packet of M&M’s Choco is included.

Acknowledging the growing importance of snacking and sharing bags, MITR is introducing a new 450g Sharing Treats pouch-bag. Developed for families and friends with diﬀerent confectionery tastes, the Sharing Treats bag includes 15 mini bags of M&M’s, Skittles and Maltesers. Also new is the striking design for the M&M’s Exclusive Pouch, designed as a pack for sharing with friends or family. This new range of M&M’s chocolate is available in Maxi size (440g) and aims to tap into the fun of travel retail.

MITR Marketing Director Lieke Duijmelings enthused: “We are delighted to be present again at this year’s Duty Free Show of the Americas. We have a great selection of products to highlight for 2015 which will bring a smile to everyone who visits our stand.”

Copyright DutyFree Magazine. All rights reserved. MITR is also looking forward to discussing its new travel retail category vision and strategy with buyers in Orlando. MITR believes that the confectionery category’s full potential can be unlocked by harnessing the correct areas for growth, based on the premise: “A smiling traveler is a spending traveler”. By appealing to five main shopper needs, MITR is confident that the confectionery category can be doubled by 2020, at the same time benefiting all categories in the channel.

“Since launching our new strategy at the TFWA World Exhibition last year, we have been truly delighted at the positive response from customers to our new blueprint for travel retail,” said Duijmelings. “Our new strategy is based on extensive research which has revealed some facts which retailers cannot fail to ignore. For example, despite the general assumption that confectionery is primarily bought as a gift, in fact 80% of purchases are for self or sharing. It creates quite a diﬀerent approach to retailing.”

Supporting the category vision and new product line-up, MITR will be running a series of promotions throughout the Americas during 2015 designed to convert browsers to shoppers. These include the M&M’s Travel Mug promotion, a gwp which is exclusive to travel retail, and the MITR Cooler Bags, a portable and eye-catching item available in three brands: Galaxy, M&M’s and Snickers.