Mars International Travel Retail (MITR) will showcase new travel retail-exclusive M&M’s at this month’s IAADFS Duty Free Show of the Americas in Orlando (Booth 523).
M&M’s Stand Up Pouches are available in four flavours: Peanut, Choco, Peanut Butter (all 14oz), and Almond (10oz).
MITR said during the show it will continue its focus on driving category sales growth through its ‘reinvigorated’ Power of a Smile category vision.
The company said the vision offers the collective wisdom of more than 100 years of experience in the confectionery category and can unlock penetration with lighter buyers through three key pillars:
- Range: offering the right, yet tight, assortment to deliver across the key traveller need states of ‘For Me, For Us and Gifting.’
- Display: MITR advocates clear, engaging displays of blockbuster brands and SKUs to drive sales, supported by strong, consistent offerings in multiple locations throughout the shopper journey.
- Activation: Disruptive activations tailored by location that bring the magic of the category to life through the biggest global brands.
MITR Global Category Director Matt Boulter said: “Confectionery currently represents 6% of the travel retail business, and with only 9% of passengers buying today the category has huge headroom to grow.
“Through the Power of a Smile category vision and the world’s largest confectionery and gum brands, we have a great platform from which to continue to drive growth of this exciting category.”
Commenting on the new M&M’s pouches, Boulter said they ensured better visibility of the iconic brand, prompting purchase and helping to facilitate ‘For Us’ sharing.
He said MITR would continue to “showcase the fun that confectionery can bring to the channel.”
