Mars Wrigley and B&S to restore core product distribution in the Americas

By Charlotte Turner |

Mars Wrigley International Travel Retail (MITR) says its focus in the Americas market is to restore distribution of its core product portfolio at border stores, on airlines and at sea with the help of long-term distribution partner, B&S, as it prepares for a successful IAADFS Summit of Americas showcase this week (10-13 April) at the Hilton West Palm Beach, Florida hotel (stand B2).


Onno Couwenberg, Channel Development, Head Duty Free Distribution says: “With our B&S partnership, we drive more intentionality within the border store, airlines and sea travel retail channels.


“We own the brands, B&S our distributor, takes care of the route to market and maintains the customer contact on our behalf.



“Through working closely with B&S, we collaborate to create a ‘win win’ model for the customer and ourselves across three key areas: customer focus (more frequent visits and attention); regional focus (B&S has set up regional teams to service the continents); flexibility (deliveries, any quantity anytime, anywhere).”


This year’s Summit will see MITR focus on restoring distribution of its core product portfolio in the border store, airlines and sea (cruise and ferry) channels for the Americas.


“We see large potential for driving the core ranges. For M&Ms and Twix the focus is on NPDs – especially M&Ms Cookies tablets and Twix Salted Caramel multi-packs,” added Couwenberg.


Couwenberg was keen to highlight that MITR aims to disrupt the consumer journey within its key travel retail channels, returning to promotions and additional POS for its core brands to drive consumer awareness of the NPDs.


“We see a recovery after Covid in the travel retail industry where expectations are that at the end of 2023/beginning 2024 we are back at pre-Covid pax levels,” concluded Couwenberg. “We look forward to discussing this in person with our customers at the IAADFS show.”


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