Mars ITR reveals plans to introduce new M&M’s Block product in DF&TR

By Andrew Pentol |

Raghav-Rekhi

Raghav Rekhi, Category Director, MITR.

Mars Wrigley International Travel Retail (MITR) is to introduce the new M&M’s Block product in travel retail and duty free.

This extension to the product portfolio is designed to capitalise on the spend of chocolate block-loving consumers, who appear to spend more on chocolate than the average chocolate consumer.

According to Mars Wrigley’s commissioned research, block chocolate comprises 14% of the chocolate category in travel retail and over 40% globally.

EXCLUSIVE TRAVEL RETAIL PACKAGING

The 165g M&M’s Block chocolate tablets come in five different flavours. These are peanut, crispy, chocolate, hazelnut and almond. Each bar features a packaging design exclusively designed for travel retail (with the exception of the USA, which will use the established M&M’s Block domestic range packaging). 

All bars will have a recommended retail price of €4.50-$4.93 (price to be set at the retailer’s discretion) and there will be discounts on the travel retail price for multi-buys.

Available to travel retailers from August 2020 onwards, the introduction of M&M’s Block will be supported by high-profile activations, promotions and dedicated merchandising materials. These materials will include key visuals, floor stickers and shelf strips.

Raghav Rekhi, Category Director, MITR 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.”

 

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