Mars unveils latest insights-driven Snickers and M&M’s treats
Mars Wrigley unveiled several new insights-backed products that deliver on shoppers’ evolving requests for a wider variety of products and formats, along with new textures.
An innovative series of insights-based product releases have been unveiled by Mars Wrigley, including new Snickers Pecan bars, M&M’s Peanut and Jelly, and Skittles Pop’d, offering a key twist on classic ranges, writes Neill Barston.
The company used this year’s recent National Association of Convenience Stores (NACS) Show Expo in Las Vegas to showcase its latest treats, which the business revealed had been developed directly in response to consumer demand for a greater variety of flavours, tastes and textures across its portfolio.
Visitors to this year’s event were also treated to the chance to see other range extensions including M&M’s Ice Cream Cookie Sandwich, devised as a multi-texture product blending mini chocolate candies with peanut butter ice cream. Other items at the show to be revealed were its Snickers Dark Ice Cream Bars, and Snickers Shapes, offering an alternative way to enjoy one of the company’s flagship brands.
As the company noted, the latest ranges have been delivered in a bid to drive broader category growth, and with 93% of Americans living within 10 minutes of a convenience store, nearly three quarters of shoppers based within the region are able to find new product innovations.
The Mars stand at this year’s Sweets & Snacks Expo. Pic: Neill Barston
Furthermore, as Mars observed, its the cash desks and transaction zones that are of critical importance – with analysis showing that brands have less than three minutes to influence people in their choices, retailers need to evolve store formats to maximise in-store trips, focusing on store layout, experience and assortment to drive in-store appeal.
Consequently, Mars featured the Transaction Zone team at NACS this year, which recently secured a patent for its PayPoint Optimiser technology, an advanced analytics tool that uses a store’s transaction history to improve checkout configuration. This involved a collaborative effort with retailers to help stimulate shopper purchases through engaging displays.
Tim LeBel, President of Sales at Mars Wrigley North America, explained that the business remained focused on driving further improvement to how it reached out to customers to ensure they gained the most from its products.
He said: “At Mars, our consumer obsession has guided us to a century of success. We know that consumers see convenience stores as part of their communities and their routines. To reach core consumers and attract new audiences, we’re looking at new formats and textures with some of our iconic brands to drive trial and enthusiasm,”
“Beyond product innovation, we work with our customers to elevate shopper engagement through partnerships such as those with our Transaction Zone and Foodservices teams.”
