Mars International Travel Retail refreshes its category vision and unveils new products on the M&M’S® Brand in Singapore

Mars International Travel Retail (MITR) returns to Singapore for the TFWA Asia Pacific Exhibition with a focus on driving category growth through its revitalized ‘Power of a Smile’ category vision.

MITR have captured the collective wisdom of more than 100 years of experience in the total confectionery category to deliver a clear and actionable strategy to unlock growth by driving penetration.

This is achieved through three key pillars:-

Range - Offering the right, yet tight, assortment to deliver across the key traveler need states of ‘For Me, For Us and Gifting.’

Display - MITR advocates clear, engaging displays of global brands and SKUs to signpost the category, supported by strong consistent offerings in multiple locations throughout the shopper journey.

Activation - Disruptive activations tailored by location that bring the magic of the category to life through the biggest global brands.

“Total Confectionery is a key growth opportunity in travel retail and will only become more important in the coming years as traveler demographics continue to evolve. We are proud of the results we have achieved so far in partnership with our retailers, through our ‘Power of a Smile’ category vision. We look forward to continuing to unlock the potential of this fantastic category with a particular focus on the Asia-Pacific region.” says Matt Boulter, MITR’s Global Category Director.

A great example of the category vision coming to life is the launch of the travel retail exclusive M&M’s® Stand-up Pouch. Designed to ensure much better visibility of the iconic M&M’S® Brand, the Stand-up Pouches are available in four flavors; M&M’S® Peanut (14oz), M&M’S® Choco (14oz), M&M’S® Peanut Butter (14oz), and M&M’S® Almond (10oz). Ideal for sharing and great for travelling, this unique product format prompts purchase and helps to facilitate sharing in the ‘For Us’ consumer need-state.

In addition, the world’s favorite chewing gum, EXTRA®, is also now available in a new 46 piece bottle format, in four flavors; Peppermint, Spearmint, White Sweet Mint, and White Sweet Fruit. The EXTRA® Gum Bottle is designed for placement at the checkout and it’s the ideal on-the-go product for travelers in the ‘For Me’ consumer need-state.

Mars International Travel Retail can be found on Stand B2/N29.