Mars Wrigley ITR continues to drive category sales and fun with the traveller at heart

Mars Wrigley International Travel Retail is gearing up for recovery in travel retail with the traveller at heart. This means a tight range of power SKUs representing the highest selling products from Mars Wrigley International Travel Retail. Focusing on hero brand M&M'S, innovations for 2021 have been carefully reviewed to meet the needs of travelling consumers following the impact of Covid-19. Critical to this is offering consumers great brands at appealing price points underpinned by promotions and communications that are relevant and, as can be expected from the owner of the M&M’S brand, fun Mars Wrigley ITR’s category vision has not changed and continues to address the four key reasons for confectionery purchase: Recharge, Reward, Celebrate and Connect, unlocking the three conversion drivers of value, portfolio and fun. Connect – covering the importance of social bonding – is seen as more critical than ever, accounting for 50% of purchases to date. Being the most heavily promoted in our category, this purchase driver is an opportunity for attracting value-conscious buyers. Home-baking has become more popular than ever during Covid-19 and brownies are a regular favourite. With the new M&M'S Brownie, travellers can indulge in this rich chocolatey treat without turning on the oven. These innovative treats have delightful notes of freshly baked brownies in a soft, fudgy, chewy centre, straight out of the 310g bag. With a colourful candy shell, these bite-size pieces are made for sharing; ideal for enjoying on the plane or when you reach your destination – overseas or back home. With packaging design and size that exclusive to travel retail, M&M’S Brownie is set to become a firm favourite in 2021. Availability is from `June 2021. Celebrate is another key purchasing driver – whether for daily gifting purposes, seasonal and religious gatherings, or coming together after months apart (particularly relevant these days!). 2021 sees further expansion to capitalise on this important driver. The Mars Wrigley ITR tin range is already a super strong pack in travel retail, a proven success and ideal for gifting. For 2021, Mars Wrigley ITR is expanding the offer within the lower price band by adding two more trusted brands in this proven format: Celebrations (165g) and Maltesers (111g). But more is to come…later in the year, MITR will be unwrapping a completely new line in the Celebrate opportunity that brings the world’s #1 chocolate brand M&M’S into the mid-priced gifting sector alongside trusted favourites Maltesers and Celebrations. This unique Travel Retail exclusive gifting format, designed with the consumer at heart as always, comprises four bright and colourful gift boxes that will put a smile on any recipient’s face. More details will be revealed in due course – hang on tight! AT TFWA World Exhibition last year, Mars Wrigley ITR was delighted with reaction to its new innovations which included revamped Mini Bars packaging for Mars, Twix, Milky Way, Bounty and Snickers brands and the introduction of M&M’S Block for travel retail, following its successful launch on the US and UK domestic markets. The impact of Covid-19 has seen both launches postponed until 2021. The mini- bars bags from the aforementioned five world-renowned Mars Wrigley chocolate brands feature a new design and come in a 333g bag size to capitalise on the popularity of sharing bags at a great value price (€ 6.50). Ideal for portion control with children and adults, each individually wrapped bar offers a mouthful of deliciousness. M&M’S Block is already proven to be a successful extension to the world number one chocolate brand’s product portfolio. According to Mars Wrigley ITR’s commissioned research, block chocolate makes up 14% of the chocolate category in travel retail, and over 40% globally. Interestingly, chocolate block loving consumers have been shown to spend more on chocolate than the average chocolate consumer. In travel retail the 165g M&M’S Block chocolate tablets will be offered in four different flavours: Peanut, Crispy (150g), Chocolate, and Hazelnut. Each bar is made with the smoothest chocolate which encases the world-renowned sweet, crispy crunch of individual M&M’S. They feature a packaging design exclusively designed for travel retail (with the exception of the USA, which will use the established M&M’S Block domestic range packaging). Each bar will have an RRP of €4.50 (price to be set at the retailer’s discretion) and there will be discounts on the travel retail price for multi-buys. “M&M’S remains a key focus for Mars Wrigley ITR in 2021 and there’s a very sound reason for that,” says Raghav Rekhi, Category Director Mars Wrigley ITR “One of our over-riding ambitions at Mars Wrigley ITR has been to bring FUN into travel retail and we’ve been very successful in introducing better moments that make people smile! M&M’S with its globally recognised Red, Yellow and other colourful characters, has played a prime role in creating happy, smiling travellers through engaging high profile promotions, walking acts and impactful media campaigns. We know very well that fun drives sales; happy travellers are more likely to convert into buyers!” Adds Rekhi: “Driving category performance continues to be our over-riding strategy for global travel retail, developing new ways of attracting a confectionery consumer base within a very different retail landscape. What we have learned from this period is that we must listen to the consumer more than ever before, focussing on their needs and why they buy within our category. Covid-19 has clearly accelerated some of the trends in consumer behaviour that we are identifying and we must respond to that by focusing on key insights to accelerate conversion and drive sales. “Within that our ‘Connect’ and ‘Celebrate’ strategies in travel retail continue to be a dominant focus as we know both are significant drivers of sales. We are very aware, however, that the new travelling consumer is more likely to be budget conscious and we are taking that into account within our new product innovations. However, we still need to appeal to those buyers looking for something new with fresh offers tailored specifically to travel retail. “Importantly, while we expect the travel retail environment to remain challenging over the next year – perhaps longer - long term we are confident of the confectionery category opportunity. Our aim is to continue providing fresh product offers and opportunities within the airport shopping experience for travellers to find moments to share and enjoy with friends and loved ones. Through this strategy we are confident that the confectionery category can pick up from where we were and continue to gain momentum.”

September 14, 2020

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