Mars Wrigley ITR underscores importance of core products for Americas market recovery

April 5, 2022

Mars Wrigley International Travel Retail (MITR) is pleased to be returning to the IAADFS Summit of Americas showcase this 10-13 April in West Palm Beach, Florida. MITR is again partnering with its long term distribution partner, B&S at the conference. Onno Couwenberg, Channel Development, Head Duty Free Distribution says: “With our B&S partnership, we drive more intentionality within the border store, airlines and sea travel retail channels. We own the brands, B&S our distributor, takes care of the route to market and maintains the customer contact on our behalf. “Through working closely with B&S, we collaborate to create a ‘win win’ model for the customer and ourselves across three key areas: customer focus (more frequent visits and attention); regional focus (B&S has set up regional teams to service the continents); flexibility (deliveries, any quantity anytime, anywhere),” says Couwenberg. This year’s Summit will see MITR focus on restoring distribution of its core product portfolio in the border store, airlines and sea (cruise and ferry) channels for the Americas. “We see large potential for driving the core ranges. For M&Ms and Twix the focus is on NPDs - especially M&Ms Cookies tablets and Twix Salted Caramel multi-packs,” says Couwenberg. He adds this year will see MITR aiming to disrupt the consumer journey within its key travel retail channels, returning to promotions and additional POS for its core brands to drive consumer awareness of the NPDs. MITR is upbeat about the confectionery category’s recovery in travel retail. “We see a recovery after Covid in the travel retail industry where expectations are that at the end of 2023/beginning 2024 we are back at pre-Covid PAX levels. We look forward to discussing this in person with our customers at the IAADFS show,” says Couwenberg. MITR will be showing at stand number B2.

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