Mars ITR gets ready to maximise category potential at Singapore show

Mars Wrigley ITR’s Marcus Hudson sees great growth potential for confectionery in the region.

Mars Wrigley ITR (MWITR) will present new gifting innovations, prompted by its updated category-first vision and strategy, to customers at this year’s TFWA Asia Pacific Exhibition & Conference (stand 2-H22). 

The company is optimistic about the “significant growth potential” the region offers the confectionery sector, and will share more on the evolution of its portfolio at the Singapore show.

READ MORE: Mars ITR to focus on sustainability, M&M’s & category growth in Cannes

“In many of the domestic markets in the Asia Pacific region, confectionery is a developed and incremental category, engaging consumers with fun and exciting content, leveraging some very well-loved brands,” noted Mars Wrigley ITR Sales Director Marcus Hudson.

Enhancing traveller engagement

“However, this engagement in the category is not represented in many travel retail markets in the region. This is something we are excited to change, and due to the size of our business in domestic markets in the region, Mars is well positioned to drive this change.”

He added: ““Confectionery is not like other categories in travel retail, and to build it we need to do things differently – a truly category-first approach, driven by consumption moments that we know are top of mind at the point of sale, needs to be taken.”

Hudson will be present more perspectives on this during the conference, which takes place on Monday 8 May.

MWITR will present a number of innovations at the show, including its new Maltesers Truffles, which combine a crunchy malt filling with honeycomb pieces and a milk chocolate coating.

They are available to travel retail in a 200g and 336g box, each of which is presented in a gift-worthy carton. Visitors will have the opportunity to sample them at the MWITR-sponsored lunch, which also takes place on 8 May.

Mars Wrigley ITR’s new Maltesers Truffles are designed to further enhance gifting, and attract younger consumers.

“Gifting remains the biggest segment within the travel retail confectionery category, and we know that travellers are becoming more budget-conscious,” Hudson observed.

“Our gifting portfolio is designed to offer affordable gift choices in the three key price brackets, with this new Maltesers Truffles presentation designed to attract younger shoppers to the category. This new variant is sure to attract attention from shoppers who we know are keen to try new flavours from their favourite brands.”

The Maltesers Truffles offer fulfils the gifting ‘moment’ within MWITR’s updated category vision and strategy, first unveiled at last year’s TFWA World Exhibition & Conference in Cannes.

Alongside the ‘give a gift’ moment, these opportunities include ‘enjoying travel time together’, ‘refresh & energize on the go’ and ‘unwind and indulge’.

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