Mars Wrigley International Travel Retail is reshaping the candy landscape with its innovative summer lineup that merges strategic consumer insights with exciting product innovations. The company’s moment-led strategy—featuring touchpoints like Enjoy, Give a Gift, Refresh, Energize, and Indulge on the Go—has driven impressive double-digit growth across the Americas with iconic brands like M&M’s and Maltesers leading the charge. Exciting new launches include personalized MyM&M’s for the U.S. market and specialty gift boxes developed specifically for Latin American consumers. This comprehensive approach to meeting traveler needs was prominently featured at the IAADFS Summit of the Americas, where Mars Wrigley showcased how its products are strategically designed to align with modern consumer expectations.
Elevating Travel Experiences Through Strategic Candy Moments
Mars Wrigley International Travel Retail (MWITR) has revolutionized how travelers enjoy candy with their innovative moment-led strategy. By focusing on specific consumer touchpoints—Enjoy, Give a Gift, Refresh, Energize, and Indulge on the Go—the company has created meaningful connections with travelers seeking familiar comforts and new treats during their journeys. This approach has proven remarkably successful, resulting in double-digit growth throughout the Americas.
“At MWITR we are committed to responding effectively to the evolving needs of travelers, ensuring that our products align seamlessly with their expectations and demands,” explained Marcus Hudson, Mars Wrigley International Travel Retail sales director. The strategy recognizes that travelers have distinct emotional needs during different parts of their journey, from celebrating their vacation to finding energy during long layovers.
The star performers driving this growth include longtime favorites M&M’s and Maltesers, which continue to resonate with international travelers. New product innovations specifically created for the travel market include customized MyM&M’s options for U.S. customers and specialty gift boxes designed with Latin American preferences in mind. These products aren’t just random additions but carefully crafted offerings that complement travelers’ emotional states throughout their journeys.
The IAADFS Summit of the Americas served as the perfect platform for MWITR to showcase these innovations and strategic direction. As travelers return to airports and international destinations in record numbers, Mars Wrigley has positioned itself at the forefront of travel retail with products that satisfy both impulse purchases and planned gift-giving opportunities.
Convenience Store Revolution: Meeting Consumers Where They Are
Mars Wrigley is transforming the convenience store experience with targeted product innovations designed for on-the-go consumers. This strategy acknowledges the critical role these stores play in American life—with 93% of Americans living within 10 minutes of a convenience store, according to data presented at the National Association of Convenience Stores (NACS) Show in Las Vegas. Even more compelling, 71% of adult consumers report discovering new products during their convenience store visits.
Mike Gilroy, VP of trade development and sponsorship at Mars Wrigley, emphasized the importance of this channel: “Consumers on the go are more likely to be adventurous with their purchases, making variety key.” This insight has driven the development of exciting new offerings like Skittles Pop’d and Snickers Pecan, which cater to consumers seeking novel taste experiences during their quick shopping trips.
The convenience strategy specifically targets younger consumers, particularly Gen Z shoppers who prioritize experiential products with unique textures and flavors. With strategic product placement and eye-catching displays, Mars Wrigley ensures their innovations stand out in the busy convenience store environment. These efforts recognize that convenience purchases are often impulse-driven but can create lasting brand loyalty when consumers discover products they love.
Beyond just placing products on shelves, Mars Wrigley is partnering with convenience retailers to create holistic shopping experiences. This collaborative approach ensures that consumers find the right products for their specific needs—whether they’re looking for an energy boost during a road trip or a treat to enjoy during their commute.
Taste Innovation: From TikTok Trends to Product Development
The development of Skittles Pop’d represents Mars Wrigley’s ability to transform viral social media trends into mainstream product successes. Inspired by the wildly popular freeze-dried Skittles TikTok phenomenon—which garnered an astonishing 1.6 billion views—this innovative candy offers a satisfying crunchy texture while maintaining the brand’s signature fruit flavors.
“Skittles announced Skittles Pop’d in October… The new product aligns with Gen Z texture preferences while delivering an unexpected experience,” noted Mike Gilroy. This product exemplifies how Mars Wrigley monitors and responds to consumer-driven trends rather than simply creating products in isolation. By taking cues directly from social media, the company ensures relevance with younger demographics who increasingly influence purchasing decisions.
Similarly innovative is the Snickers Pecan variety, which reimagines the classic candy bar by replacing peanuts with pecans while maintaining the beloved caramel and nougat combination. This variation offers longtime Snickers fans a new taste experience while potentially attracting consumers who prefer pecans or are looking for variety in their candy choices. For those with dietary concerns, checking whether Snickers are gluten-free remains important, even with these innovative varieties.
Mars Wrigley is also expanding beyond traditional candy formats with an enhanced ice cream portfolio. New frozen treats include the M&M’s Peanut Butter Ice Cream Cookie Sandwich and Snickers Dark Ice Cream Bars, bringing familiar flavor profiles to new formats. These products acknowledge consumer desire for variety in how they enjoy their favorite brands, providing options for different snacking occasions and preferences.
Transaction Zone Strategy: Reimagining Impulse Purchases
Mars Wrigley is transforming checkout areas through its innovative Transaction Zone approach, which reimagines how impulse purchases happen. Rather than viewing the checkout merely as a final stopping point, the company sees it as a critical engagement opportunity where strategic product placement can significantly boost sales. This perspective has led to partnerships with retailers to develop comprehensive checkout area plans that maximize consumer engagement.
The Transaction Zone team is dedicated to solving front-end retail challenges through data-driven merchandising solutions. By analyzing consumer behavior at checkout, Mars Wrigley has developed placement strategies that consider factors like shopping basket size, time spent in line, and complementary product pairings. This scientific approach ensures that consumers find relevant products exactly when decision-making occurs.
“Mars continues to evolve to meet consumer preferences and expectations to create more moments of everyday happiness,” stated Tim LeBel, president of Sales at Mars Wrigley North America, during the 2024 Sweets & Snacks Expo in Indianapolis. The company’s Transaction Zone strategy acknowledges that consumer behavior has changed significantly in recent years, with digital payment methods and self-checkout options altering traditional impulse purchase patterns.
For retailers, the benefits extend beyond candy sales to improved overall shopping experiences. Mars Wrigley’s research shows that well-designed Transaction Zones can reduce perceived wait times and increase customer satisfaction. If you’ve ever wondered about proper storage for desserts and treats purchased on impulse, many retailers now include storage guidance as part of these enhanced checkout experiences.
Candy Moments: The Future of Consumer Engagement
At the heart of Mars Wrigley’s success is their comprehensive moment-led strategy that recognizes how consumers interact with candy throughout different life situations. By focusing on key emotional touchpoints—Enjoy, Give a Gift, Refresh, Energize, and Indulge on the Go—the company creates products specifically designed to enhance these experiences. This approach moves beyond traditional product development by centering consumer emotional needs in every aspect of the creation process.
The strategy has proven particularly effective in travel retail, where Mars Wrigley has achieved significant growth by understanding the unique mindset of travelers. Whether it’s providing energy for a long layover or offering the perfect gift to bring home to loved ones, Mars products are positioned to meet specific traveler needs. International favorites like M&M’s and Maltesers have been thoughtfully packaged and displayed to align with these identified moments.
“At MWITR we are committed to responding effectively to the evolving needs of travelers, ensuring that our products align seamlessly with their expectations and demands,” reiterated Marcus Hudson. This consumer-centric approach extends beyond product development to include recipe development and creative serving suggestions, like innovative ways to incorporate candy into homemade treats or Snickers yogurt recipes.
The IAADFS Summit of the Americas continues to serve as a key platform for showcasing this strategy and its results. As consumer preferences evolve, Mars Wrigley’s moment-led approach provides the flexibility to adapt while maintaining focus on core emotional connections. By inviting local dessert shops and retailers to partner in these initiatives, Mars Wrigley creates a community-oriented approach that benefits the entire confectionery ecosystem.