Mars Wrigley International Travel Retail (MWITR) has revealed its latest ‘moment-led’ strategy in travel retail.
During a presentation at last week’s TFWA World Exhibition, the company underlined its approach to unlocking the full potential of the transaction zone (in-store checkout) area. It also shared product innovations and the introduction of its 100% Responsibly Sourced Cocoa logo.
MWITR Sales Director Marcus Hudson said: “Together with our customers and partners we want to grow the confectionary category together by inspiring better moments and by better levering the big opportunities for our category within our channel.
“The transaction zone has huge potential. We know around 500 million travellers buy products in travel retail every year, this means 500 million opportunities at the check-out area for incremental purchases.”
Hudson underlined the importance of optimising space and value and having the right offer in place and highlighted MWITR’s check-out area approach.
“Within Mars Wrigley we have a lot of knowledge on how to optimise the transaction zone. By showing our strategy in action we want to share our knowledge and engage with our international travel retail partners on how we can bring these solutions to life in airports around the world,” he added.
“Purchases made within the transaction zone are often impulse driven and for self-consumption. By renewing our gum portfolio, adding new sizes and flavours, we better meet the needs of travellers in this area, especially for the moment Refresh & Energize on the go.”
Hubba Bubba Bubble Gum is set to join the MWITR’s portfolio while Extra will be available in singles and a new blueberry flavour.
MWITR will also add Be-Kind, a healthier snack alternative, to the transaction zone line-up. Three flavours – Dark Chocolate Nuts and Sea Salt (40g), Caramel Almond Sea Salt (40g) and Protein Crunchy Peanut Butter (50g) – will be available from next year.
Outside of the transaction zone, new snacking lines include M&M’S Minis, a 310g pack of milk chocolate lentils with a crunchy crust and in various colours.
According to MWITR, gifting continues to account for over 30% of sales in confectionery with new, affordable products seen as critical in driving growth. Products targeting gifting include M&M’S Peanut and Crispy and Maltesers Global Traveller Passport. The gift boxes contain six to eight single bags and can be personalised with a ‘To, From’ label.
The company also revealed how its 100% responsibly sourced cocoa logo will become visible within international travel retail.
The logo will roll out next year on products made in Mars Wrigley’s European factories. The logo, which will also appear on shopfloor displays, contains a QR-code guiding consumers to a webpage with more information on Mars Wrigley’s Responsible Cocoa programme, the initiatives taken and the most frequently asked questions. 
