October 13 2021  |  Confectionery & Fine Foods

Mars Wrigley to outline recovery & sustainability strategies

By Wendy Morley

MWITR's new gifting range is being presented at TFWA WE as part of the company's announcement of its strategies to be the category leader in the post-Covid recovery period

Mars Wrigley International Travel Retail (MWITR) is announcing its post-Covid-19 confectionery category recovery strategy at TFWA World Exhibition (Bay Village 9). The company’s plans center around the goal of being the number one contributor in driving category growth in travel retail.

The company’s three key strategies for returning to pre-pandemic growth rates are: to further develop its sharing and gifting offer; to be a leader in the market for creating fun and memorable travel experiences; and to accelerate impulse at the checkout and beyond.

Having identified that its core product range accounts for 80% of total category sales, followed by regional jewels in key markets and then NPD innovations, MWITR plans to grow core products, add value to the category and convert new travellers through exciting new products.

MWITR will be launching four new SKUs for sharing in 2022, including two new tablets – one a permanent item (Hazelnut) and the other a Limited Edition. Limited Editions have worked very well for MWITR in the last few years, adding value to the category, driving incremental growth and adding whole range benefits, and further Limited Editions will follow. In Cannes, MWITR will unveil a completely new premium gifting range in an innovative packaging format. The company has announced that it will leverage its complete portfolio to trigger impulse needs and increase touch-points in-store with cross-category impulse displays.

As part of the presentation, MWITR will provide an update on its latest sustainability initiatives that are dedicated to the travel retail market. These fall under three pillars: more responsible products; more responsible packaging; more responsible display and activation in ITR.

Raghav Rekhi, Category Director MITR, says: “This year at Cannes, we are delighted to have the opportunity to reunite with our customers and re-engage with the travel retail industry after a prolonged period of disruption. We are returning with a clear three-pronged strategy to unlock traveller conversion - from growing our sharing and gifting segments to building on our reputation for creating fun and memorable travel experiences to accelerating opportunities for impulse at the checkout and beyond.

“Furthermore, Mars is strongly committed to addressing significant environmental and social challenges facing our planet. Mirroring our commitment to driving category growth in travel retail is our pledge to being more responsible for our environment as well. We look forward to updating our customers, partners and trade press on how we are implementing our ‘Sustainable in a Generation Plan’”

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