‘Fruity, crunchy & salty sweet’; Mars offers new twists on iconic products

By Charlotte Turner |

M&Ms-Crunchy-Caramel-new-for-2020-leadFollowing limited edition successes this year and the last, 2020 will see new exclusive taste twists to three popular brands from Mars Wrigley International Travel Retail (MITR). These latest innovations will be launched at TFWA World Exhibition (Bay Village, Bay 9).

 

For 2020, MITR will launch of three limited edition versions of its Skittles, M&M’s and Twix products, capitalising on current flavour trends in the industry, it says.

 

MITR hopes to entice travellers with a new range of fruity, crunchy and salty sweet flavours, providing unique twists on successful favourites. The new Skittles Smoothies, M&M’s  Crunchy Caramel and Twix Salted Caramel will offer ‘new and engaging sharing and snacking options for travelling consumers’, says MITR.

 

M&M’s Crunchy Caramel (374g) couples two consumer favourites – crunchy and caramel (ranked top 3 in terms of ingredient partition) – with the already ‘adored M&M’s brand’, insists MITR.

 

MIXING THINGS UP 

Limited edition Skittles Smoothies (400g), combine yoghurt with a mix of summer fruits (pineapple, raspberry, apricot, blueberry and banana) for a ‘sweet and tangy taste’.

 

M&Ms-crunchy-caramel-new-for-2020-tall

M&M’s Crunchy Caramel (374g) limited edition family pack.

“All mixed together in lively, striking yellow packaging perfectly timed to achieve peak popularity during the Spring/Summer 2020 seasons, Skittles Smoothies aim to meet the needs of shoppers who seek a new fruity confections experience,” says MITR.

 

Finally, Twix Salted Caramel (420g) represents the first foray into what can only be described as a ‘global taste phenomenon’ for the chocolate bar duo.

 

The new product  capitalises on the appeal of a flavour which has seen growth of 32% in Europe over the last two years to become one of the most successful flavours in confectionery.

 

Raghav Rekhi, Category Director MITR, says: “Limited editions are a great way of presenting something unique to consumers from a well-known brand. They provide something quick to engage with, fun to purchase and fun to enjoy, share and gift.

 

SUPPORTED BY HPPS AND ACTIVATIONS

“We know that limited editions drive impulse purchase and introducing popular flavours such as salted caramel and smoothies is highly effective in driving sales to existing consumers, whilst also attracting new ones.”

 

Available to retailers in the first half of 2020, Mars Wrigley ITR new limited editions are further evidence of its commitment to finding new ways to connect with more customers and drive sales through relevant innovation.

M-M's-Full-throttle-campaign-Schiphol-July-2019-wide-3

To help promote M&M’s Full Throttle campaign – orchestrated by Mars Wrigley International Travel Retail – digital and physical representations of the notorious Red and Yellow M&M’s characters accompanied travellers on their journey, from beginning to end, at Amsterdam Schiphol Airport in July.

“The release of these limited-edition products to travel retail is about exciting and entertaining travellers who are looking for something a bit different while they are waiting for their flight,” continues Rekhi.

 

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

 

The new limited editions will be supported by high profile activations, promotions and dedicated merchandising materials.

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