TASTE THE RAINBOW! MARS FOCUSES ON SKITTLES AND GUM FOR IAADFS SHOW

 MARS International Travel Retail is putting a new focus on its non-chocolate brands including Skittles® and Wrigley gum for travel retail, both of which are seen as having tremendous potential in the Americas region. At this year’s Duty Free Show of the Americas (booth 523), the company will be launching its new “Taste the Rainbow” product range, introduced successfully to Europe last year, to Latin America; while a further block- busting selection is now offered to North America. In addition, a range of Wrigley’s brand gums – including Orbit, Juicy Fruit, 5, Extra and Doublemint is being promoted to travel retail as being ideal for impulse sale at the till point.

Says Diederik Frank, MARS ITR Business Development Manager: ‘The focus in the Americas has been very much on chocolate over the years. However, in the global domestic confectionery business sugar and gum have a combined 45% share of the market (31% and 14% respectively), after chocolate at 55%. In travel retail the division is around 90% chocolate and the remainder sugar and gum. Consequently we see a huge potential for sugar candy and gum within travel retail – particularly for sugar candy. Consumers clearly want sugar confectionery and gum included in the travel retail offer and it is time that retailers and suppliers work together to offer them a relevant and interesting choice.

‘Within our portfolio, Skittles® – the bite-sized colourful chewy candies – is already the most popular chewy candy in America with adults and the brand is one of the top followed on Facebook with over 25m likes. It’s also a top three brand in other leading travel retail countries such as China and the UK. We therefore believe that the brand is a perfect fit for our travelling consumers – it’s a great snacking brand and has the added advantage that the sweets do not melt.’

MARS is confident that Skittles® can become the brand leader in travel retail sugar confectionery. ‘We are giving Skittles a prominent space on the booth in Orlando in order to expresses that ambition to buyers,’ continues Frank. ‘Alongside the product range we will be showcasing various merchandising units and discussing multiple activation ideas that will enable retailers to introduce “Taste the Rainbow” to their travelling consumers.’

The product range for Latin America includes:

Skittles Fruit, Sours Pouch, Wild Berry Pouch – 400g

Skittle Fruit Tube – 165g

Skittles Fruit Pouch, Sours Pouch – 195g

For North America includes:

Skittles Original Peg Pack – 7.2oz, Skittles Original Bag 14oz.

Gum products are also thought to have great untapped potential, particularly for till point sales. In Orlando MARS ITR will be showcasing multipacks of its Juicy Fruit, Orbit, Doublemint, 5 and Extra brands, along with counter and till end display units.

Alongside Skittles® and gum, Mars International Travel Retail (MITR) will also be introducing its new chocolate based exclusive launches for 2014. Focussing on key brands M&Ms®, Celebrations® and Maltesers®, the offer targets the fast moving family and informal gifting sectors with specific items appealing to the souvenir/destination shopper.

Stand contacts are Key Account Manager Karen Turner (karen.turner@effem.com) and Business Development Manager The Americas Liliana Fuentes (liliana.fuentes@effem.com).

Notes to editors:

SKITTLES

Skittles® candy; a variety of bite-sized chewy candies with a colorful candy shell, were first imported into the USA from Britain in 1979. Today, over 200 million Skittles® candies are produced on a daily basis. Skittles advertising theme is Taste the Rainbow”, introduced back in the 90’s it is one of the longest running campaigns in advertising.