Mars ITR spotlights transaction zone at TFWA Cannes in category growth bid

By Luke Barras-hill |

The new Global Traveller Passport concept for M&M’s and Maltesers.

Mars Wrigley International Travel Retail (MWITR) demonstrated its approach to unlocking sales opportunities at checkout during this month’s TFWA World Exhibition (1-5 October).

In its pursuit of DF&TR confectionery category growth, MWITR arrived at this year’s global trade summit with new product innovations while introducing its 100% responsibly sourced cocoa logo to the channel.

The transaction zone approach concentrates on optimising space and value to ensure the right offer is in place, according to MWITR.

Marcus Hudson, Sales Director, MWITR said: “The transaction zone has huge potential. We know around 500 million travellers buy products in travel retail every year, this means 500 million opportunities at the check-out area for incremental purchases.

“Together with our customers and partners we want to grow the confectionery category together by inspiring better moments and by better levering the big opportunities for our category within our channel.

“Within Mars Wrigley we have a lot of knowledge on how to optimise the transaction zone. By showing our strategy in action we want to share our knowledge and engage with our ITR partners on how we can bring these solutions to life in airports around the world.”

Such an approach is being supported by a new range of skus targeting travellers in the queue and at staff or self-checkout areas.

M&M’s minis come to play

Hubba Bubba will be added to the MWITR portfolio, while Extra will become available in singles and a new blueberry flavour.

“Purchases made within the transaction zone are often impulse driven and for self-consumption,” continued Hudson. “By renewing our gum portfolio, adding new sizes and flavours, we better meet the needs of travellers in this area, especially for the moment Refresh & energize on the go.”

In addition, an alternative snacking option in the form of Be-Kind bolsters the assortment, with three leading flavours set to star in travel retail: Dark Chocolate Nuts and Sea Salt (40g), Caramel Almond Sea Salt (40g) and Protein Crunchy Peanut Butter (50g).

Elsewhere, MWITR is boosting its bitesize core range by introducing M&M’s minis (310g) as part of a new passport concept.

MWITR is also re-communicating on Maltesers Truffles and is set to adopt a more regional-based approach for Middle East power brand Galaxy.

Gifting continues to represent more than 30% of sales in confectionery with new, affordable products seen as critical to driving growth, says MWITR.

The company adds that it is meeting this need within the ‘Give a gift’ moment with the new M&M’S Peanut and Crispy and Maltesers Global Traveller Passport.

These gift boxes contain six to eight single bags and are easy to personalise with the ‘To, From’ label on the pack outer.

In addition, MWITR will next year roll out its 100% responsibly sourced cocoa logo within travel retail on product packs made in the European factories of the company.

The logo, which will also appear on shopfloor displays, features a QR code guiding consumers to a webpage to access further information on the company’s Responsible Cocoa programme.

To read more on MWITR’s strategic ambitions, click here.

For more on MWITR’s sustainability journey and goals, click here.

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