Category insight underpins MITR ‘Minis’ relaunch at TFWA Cannes

By Luke Barras-hill |

Snickers-mini-TFWE19Mars Wrigley International Travel Retail (MITR) will present a revamped proposition for its branded mini-bars at the TFWA World Exhibition & Conference.

Consumer and category research produced in response to MITR’s understanding of traveller needs has helped to inform refreshed mini formats for Mars, Twix, Milky Way, Bounty and Snickers in two new sizes: 333g and 500g.

The core favourites will be flanked by the Super Mini Mix (333g) variety assortment, featuring ‘travel favourites’ such as Mars, Snickers, Milky Way and Bounty.


Raghav Rekhi, Category Director, Mars Wrigley ITR.


MITR says handle pouches and bags now account for more than one third of confectionery category spending.

As reported, MITR’s category vision is based on what the company sees as four key traveller need states: Recharge, Reward, Celebrate and Connect.

The last of these links to social moments, which take a 50% share of purchases.

Raghav Rekhi, Category Director Mars Wrigley ITR said: “Developing new and valuable ways of engaging with travel retail buyers is something we have invested a great deal of thought to.

“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. Providing opportunities to create from the airport shopping experience unexpected moments to share and enjoy with friends and loved ones.”


M&M’s limited edition Crunchy Caramel is an inventive twist on a popular classic.


Separately, MITR will launch three new and limited edition skus at the show from Skittles, M&M’s and Twix, to be made available in the first half of 2020.

Skittles Smoothies (400g), M&M’s Crunchy Caramel (374g) and Twix Salted Caramel (420g) ‘offer new and engaging sharing and snacking options for travelling consumers’, says MITR.

The limited editions will be supported by high-profile activations, promotions and dedicated point-of-sale materials.

“It’s more than just offering somebody a good bar of chocolate or a bag of sweets,” added Rekhi.

“It’s about using our brands to improve their travel experience – giving them something fun, something that really stands out, something unexpected. We believe that connecting with our consumers, and potential consumers, on this level is vitally important to not only us but the growth of the category as a whole.”

MITR can be found exhibiting at Bay 9, Bay Village.


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