Variety to match consumer desires
GIFTING remains the biggest shopper ritual of the festive period and Mars Wrigley says it has pulled out all the stops with its chocolate selection this Christmas.
Recognising that consumers will be looking for value as well as quality amid the economic turmoil, the confectionery giant says its portfolio includes favourite brands at price ranges to cater for all shoppers.
New for 2022 are M&M’S Santas, which are hollow chocolate-shaped Santas filled with mini M&M’S, wrapped in festive foil. The 100g treat comes at £2.99 RRP.
Then there are Maltesers Mint Reindeers – which come in both 29g self-eat bars and 59g sharing bags, with RRPs of £0.65 and £1.29.
The new additions come in response to consumer demands as Nielsen data found that more shoppers picked up on Christmas shaped confectionery during the festive season last year, rising by 5.5%. Along with this, the market research firm also noted that mint was the fastest growing flavour in traditional seasonal categories.
Mars Wrigley also has a premium gifting range, including branded truffles, as it aims to give an alternative gifting option for consumers.
New for this year is a Maltesers Truffles Assorted pack containing milk, white and new dark truffles with an RRP of £4.99.
And for the same price, there is a new Galaxy Truffles Assortment featuring smooth chocolate, caramel and new salted caramel treats.
Celebrations have also had a brand refresh and now stand out better on the shelf, Mars reckons. The RRPs are £4.79 for a carton, £4.99 per pouch and £10.99 for the tub.
Flavour and variety will continue to remain key drivers across confectionery and this will be no different for Christmas, Mars Wrigley said.
White flavoured chocolate has grown by 73% this year, according to Nielsen.
And Mars Wrigley said it is responding to this consumer need with Maltesers White. This limited-edition SKU is designed to bring in younger shoppers to the category, driving sales and wider category growth.
Selection boxes and Advent calendars are festive essentials and the firm’s offerings include favourites from the Galaxy Christmas Collection, Maltesers & Friends and the reintroduction of Milkyway Universe.
Depending on the variety and size of product, the selection boxes have RRPs ranging from £1.29 to £4.29 – which Mars reckons will cater for consumers coping with the rising cost of living.
Mars Wrigley senior brand manager for seasons & gifting Cybi Capaldi said: “Christmas remains the biggest occasion for retailers when it comes to chocolate sales, as people celebrate the festive season not only by buying for others but also for themselves.
“This year, the selection of chocolates from Mars Wrigley not only taps into current taste trends, such as white and mint chocolate, but also offers a range of pack sizes from its iconic Christmas classics to suit all customers’ needs and budgets.”
