Mars Wrigley International Travel Retail (MWITR) has updated its category vision and strategy, with ‘moments’ as the key to unlocking further category growth.
Mars Wrigley ITR Sales Director Marcus Hudson* outlined the company’s new strategy and its ‘sustainable within a generation’ approach during last week’s TFWA World Exhibition in Cannes.
He also revealed that 100% of the cocoa purchased for the company’s direct factory operations in Europe will be responsibly sourced from 2023.
“We know that if we want to grow together, we need to grow the category first and therefore we want to do things differently moving forward,” Hudson commented.
“By shifting to a moment-led approach and by driving category growth together, we create a win-win for both retailers and suppliers. It is our ambition to be the number one contributor to driving this growth by creating better moments for travellers around the world.”
Hudson highlighted MWITR research which indicates that the consumption of treats and snacks happens at specific moments. Before considering brands, shoppers think first about these moments when at the shelf, making them key to unlocking conversion and to further growing the category.
MWITR’s strategy is based on a three-pillared category vision which includes a portfolio relevant for all moments, elevating traveller moments with unique fun, and growing in a sustainable way.
Hudson pointed out that within travel retail the most dominant moments are ‘enjoying travel time together’ and ‘give a gift’. “Less important, but not irrelevant, moments are ‘refresh and energise on the go’ and ‘unwind and indulge’ ,” he added.
MWITR believes its product portfolio has “proven concepts to attract travellers to the category and further grow the core”. They include pouches from key brands M&M’s, Maltesers, Mars and Bounty which encourage consumers to “enjoy travel time together”.
Hudson introduced Maltesers Truffles, offering a “modern twist on a global favourite”. The new flavour, which is presented in travel retail-exclusive packaging, is expected to attract younger shoppers.
MWITR’s focus on raising traveller moments through ‘unique fun’ combines the company’s heritage with new experiences, and leverages the popularity of the M&M’S, Twix, and Maltesers brands to bring immersive fun to the traveller’s journey.
According to Hudson, M&M’S is on a mission to “create a world where everyone feels they belong”. “Unique fun has and will be the heart of the brand and in 2023 the company will come with a new activation approach to create even better experiences for the traveller,” he said.
On MWITR’s declaration that 100% of the cocoa purchased for its direct factory operations in Europe will be verified as responsibly sourced by next year, Hudson said: “We are committed to creating a sustainable cocoa supply chain where human rights are respected, the environment is protected, and everyone can thrive.
“I am extremely proud we can share this important milestone today, which is also extremely relevant for travel retail as almost 90% of our portfolio is produced in our European factories.”
The transition to 100% responsibly sourced cocoa is a key part of Mars Wrigley’s Cocoa for Generations strategy, which was established in 2018 to deliver positive change across the supply chain for future generations. It focuses on issues that need to be addressed for cocoa farming families to thrive, taking action to help protect children, preserve forests, and improve farmer income.
Mars Wrigley’s goal is for 100% of the cocoa used globally to be sourced under its Responsible Cocoa programme by 2025.
*Click here to read an in-depth The Moodie Davitt Report interview with Marcus Hudson as he considers brand power, partnerships and promotions in travel retail.