Page 40 - TMI Special 10-11 2020 FlipBookv2

INSIDER
INSIDER

Mars Wrigley ITR to simplify portfolio and introduce more value

to drive category sales in 2021

Mars Wrigley International Travel price points supported by promotions and being offered at a new, lower price point.
Retail is gearing up for recovery in travel communications that are relevant and fun. Later in the year, MITR says that it
retail with a tight range of power SKUs “One of our over-riding ambitions will introduce a completely new line in the
representing the company’s highest selling at Mars Wrigley ITR has been to bring Celebrate opportunity, adding its M&M’S
products. FUN into travel retail and we’ve been very brand into the mid-priced gifting sector
During a media briefing earlier in successful in introducing better moments alongside Maltesers and Celebrations
September, Raghav Rekhi, Category that make people smile! M&M’S with its presented in a Travel Retail exclusive
Director Mars Wrigley ITR, reported globally recognised Red, Yellow and other gifting format comprised of four bright and
that the company will be significantly colorful characters, has played a prime role colorful gift boxes.
simplifying its travel retail portfolio in in creating happy, smiling travelers through Mars Wrigley ITR introduced two
2021. Since 9% of the travel retail portfolio engaging high profile promotions, walking very promising new product ranges at
accounts for 80% of the category value, the acts and impactful media campaigns. We the TFWA World Exhibition last year, a
company will be cutting the airport offer to know very well that fun drives sales; happy revamped Mini Bars packaging for Mars,
50 SKUS next year, down from 162 airport travelers are more likely to convert into Twix, Milky Way, Bounty and Snickers
SKUs in 2019. buyers!” says Rekhi. brands and the new M&M’S Block for
This fine-tuning will enable safe and travel retail. The launches had to be
fast decisions on the part of the shopper New products for 2021 include: postponed until 2021 due to the impact of
as well as require less resources from the The new M&M’S Brownie Connects COVID-19.
retailer, said Rekhi. for sharing and capitalizes on the current The mini-bars bags feature a new
Under the strategy of “keeping the trend of home baking during the pandemic. design and come in a 333g bag size to
traveler at heart,” Mars Wrigley ITR is M&M’S Brownie’s feature the taste of capitalize on the popularity of sharing
focusing on hero brand M&M’S, and other freshly baked brownies in a soft, fudgy, bags at a value price (€6.50). Each bar is
innovations for 2021. These have been chewy center covered in a colorful candy individually wrapped.
carefully reviewed to meet the needs of shell. They are presented in a sharable 310g In travel retail the 165g M&M’S
traveling consumers following the impact bag. The new flavor will be available from Block chocolate tablets will be offered
of COVID-19, he said, all with an element June 2021. in four flavors: Peanut, Crispy (150g),
of fun. With Celebrate as another key Chocolate, and Hazelnut. They feature a
Mars Wrigley ITR’s category vision purchase driver, Mars Wrigley ITR is also TR exclusive packaging design (with the
continues to address the four key reasons expanding its offer in the gifting category, exception of the USA, which will use the
for confectionery purchase as Recharge, focusing on its strong tin range. For 2021, established M&M’S Block domestic range
Reward, Celebrate and Connect. The Mars Wrigley ITR is introducing two more packaging). Each bar will have an RRP of
goal is to offer products at appealing brands in colorful gift tins, Celebrations €4.50 with discounts on the travel retail
(165g) and Maltesers (111g), which are price for multi-buys.

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