Confectionery goes hand in hand with seasonal events such as Christmas, and with a market valued at £538 million in 2009 and showing growth of 2.7% YOY, Christmas confectionery represents a great opportunity for retailers to adjust their range and maximise sales.
Mars generated £74.5 million of Christmas confectionery sales in 2009, as well as driving the strongest growth in the boxed market at 11.5% and this year’s festive season will see the return of a number of confectionery favourites, as well as a couple of exciting new additions to Mars’ seasonal offering.
NEW FOR CHRISTMAS 2010
Limited Edition M&Ms®
The M&Ms® brand is currently growing at an impressive 14.5% YOY, making this the perfect time to launch new Limited Edition Red and Green M&Ms® – a unique product which will only be available for the Christmas season.
The launch will be supported by a new Christmas TV copy which is part of a £4m M&Ms® media spend in Q4, making this a fantastic opportunity for retailers to include one of the world’s best selling brands in their seasonal range.
MARS® FA Selection Box
To celebrate the partnership between MARS® and the FA, this Christmas will also see the launch of the brand new MARS® and England FA selection box, the perfect stocking filler for any one of England’s 27 million football fans!
GALAXY® MISTLETOE KISSES™
Ever since its launch in 2007, GALAXY® MISTLETOE KISSES™ has been one of the success stories of the festive season. The brand delivered an impressive £3.6 million in sales value in 2009 and retained its status as the number one Christmas Self Eat product in this growing segment.
Christmas 2010 presents the natural opportunity to build on this success: consumers seek out more indulgent brands at Christmas and research shows that they will treat themselves to a more seasonal, novelty pack. The festive packaging on GALAXY® MISTLETOE KISSES™ fits perfectly with this trend.
With 70% of all confectionery purchases made on impulse, Mars recommends that retailers introduce GALAXY® MISTLETOE KISSES™ early and display it prominently at the till point to capitalise on these sales opportunities.
Returning Favourites – CELEBRATIONS® and MALTESERS®
Mars’ boxed range provides perfect gifting solutions for the festive season, in the form of both CELEBRATIONS® and MALTESERS®. Both will be back with seasonal packs for Christmas 2010 and supported by £1.3m of TV advertising to bolster consumer awareness.
Ideal for gifting, the CELEBRATIONS® brand lends itself perfectly to the festive season. CELEBRATIONS® is worth a massive £60 million in sales value and is the must-stock brand for the festive season, epitomising family sharing moments at Christmas time.
Environment and Sustainability
Acting responsibly goes to the very core of the Mars business, and as part of its packaging reduction commitment, Mars has removed 35% of excess packaging on its tube range by introducing a new square tube format for Christmas 2010. This move will enable MARS to save 75 tonnes of card and tonnes of plastic every year.
All seasonal packs will feature the Mars Recycle Reindeer to remind consumers of their commitment to help the environment. These will be accompanied by on-pack panels featuring step-by-step recycling guides.
Mars Chocolate UK