Mars International Travel Retail gives retailers something to Smile about in Orlando

At this year’s Duty Free Show of the Americas, Mars International Travel Retail (MITR) will continue to focus on driving category sales growth through its reinvigorated Power of a Smile category vision. This captures the collective wisdom of more than 100 years of experience in the confectionery category, unlocking penetration with lighter buyers 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 blockbuster brands and SKUs to drive sales, 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.

“Confectionery currently represents 6% of the travel retail business, and with only 9% of passengers buying today the category has huge headroom to grow. Through the Power of a Smile category vision and the worlds largest confectionery and gum brands, we have a great platform from which to continue to drive growth of this exciting category,” explains Matt Boulter, Global Category Director MITR.

To better address the travelers needs with its leading brand, MITR is delighted to present new confectionery products exclusive to travel retail including:

M&M’s® Stand Up Pouches available in four flavours: 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 now available in the Americas.

Matt continues: “The new stand up pouches ensure much better visibility of the iconic M&M’S® brand prompting purchase and really helping to facilitate sharing in the ‘For Us’ consumer needstate. 

“These fantastic new SKUs, along with the full range of our blockbuster portfolio available to the Americas will be shown on our Orlando booth. Here we will continue to showcase the fun that confectionery can bring to the channel.” 

Mars International Travel Retail can be found on Booth 523.