Mars Wrigley International Travel Retail (MITR) will reveal a new M&M’s Block line at the upcoming TFWA World Exhibition (Bay Village, Bay 9).
The company will also present revamped packs of mini bars for its Mars, Twix, Milky Way, Bounty and Snickers brands.
MITR said the extension to the M&M’s portfolio capitalises on the spend of chocolate block-seeking consumers who have been shown to spend more than the average chocolate customers.
According to the company’s commissioned research, block chocolate makes up 14% of the chocolate category in travel retail, and over 40% globally.
The 165g M&M’s Block tablets come in five different flavours: Peanut, Crispy, Chocolate, Hazelnut and Almond. They feature travel retail exclusive packaging, with the exception of the US which will use M&M’s Block domestic range packaging.
The bars, which have a RRP of €4.50, will be available to travel retailers from August 2020. Multi-buy discounts will be offered and the M&M’s Block launch will be supported by high profile activations, promotions and dedicated merchandising materials including key visuals, floor stickers and shelf strips.
MITR Category Director Raghav Rekhi said: “The M&M’s Block encapsulates our ongoing commitment to developing new ways of attracting the attention of an evolving confectionery consumer base in the travel retail environment. We are very much looking forward to discussing the potential of this new M&M’s opportunity with buyers in Cannes.”
The refreshed packs of Mars, Twix, Milky Way, Bounty and Snickers mini bars feature four new designs and 333g and 500g sizes and are based on MITR’s category insights and consumer research. The core brands will be supported by a 333g Super Mini Mix assortment which features Mars, Snickers, Milky Way and Bounty bars.
MITR said its category vision underlines the importance of meeting the four key reasons for confectionery purchase: Recharge, Reward, Celebrate and Connect. Connect, the company added, Connect emphasises the importance of social bonding, accounting for 50% of purchases.
According to MITR, its new Minis portfolio is the “ideal offer to take advantage of that”. Its research indicates that handle pouches and bags account for more than one third of confectionery category spending.
“Developing new and valuable ways of engaging with travel retail buyers is something we have invested a great deal of thought to,” Rekhi said.
“Our ‘Connect’ strategy in travel retail is a huge part of that, as those shared moments are a proven driver of sales. To appeal to those buyers looking for something new we need to keep our offer fresh – with new products and new twists on existing products that we know drives impulse purchases. We believe our new Minis portfolio delivers on that.
“By understanding how best to tailor our innovations specifically to travel retail we can not only revitalise the category as a whole, we can give consumers something different, something exciting and new ways to connect.”