Mars plans sales drive with Wrigley gum launch in travel retail

Mars International Travel Retail (ITR) has announced an exclusive portfolio of Wrigley gum products for the travel retail market.

With 35% market share, Wrigley is a global leader in gum and its portfolio includes brands such as Extra, Orbit, Doublemint and Juicy Fruit. Mars ITR said that gum has a strong appeal to almost every traveller profile in every part of the world, offering what it called “a remarkable opportunity” in travel retail.

Travellers use gum for oral refreshment, as well as for ear care on take-off and landing. Also used for fun and sharing, gum is now an “essential carry-on for every journey”, Mars ITR claimed.

The selected Wrigley product range for travel retail is focused around three key categories:

1. Oral care brands, Extra and Orbit – providing consumers with a clean and healthy mouth while travelling

2. Juicy Fruit, Doublemint and Spearmint – brands providing “great flavour and refreshment and perfect for sharing”. With over a century of heritage behind them these brands are instantly recognisable across the globe, Mars ITR said.

3. Children’s gum – Hubba Bubba, Wrigley’s first bubble gum created over 30 years ago, is said to remain the number one choice for kids across the world.

The Wrigley range is a major element of Mars ITR’s new sales approach to drive conversion and basket size at till end

Mars ITR General Manager Jack Tabbers explained how gum has been integrated into a twin growth strategy: “With Wrigley’s unparalleled knowledge of the gum category and the exceptional expertise of Mars in the chocolate and sugar categories, we have the confectionery category well and truly covered to help our customers maximise every sales opportunity.

“We now have the opportunity to increase conversion through the introduction of a globally recognisable selection of gum brands from the Wrigley portfolio and we’re confident that this combined approach presents huge potential for category growth.”

The Wrigley range is a major element of an aggressive new sales approach from Mars ITR in driving conversion and basket size at till end. With the majority of gum sales made on impulse, Mars ITR believes that effective displays at checkout areas are a powerful driver of shopper impulse; to leverage this it has developed a range of exclusive Wrigley display materials to maximise the opportunity.

Tabbers explained the checkout strategy: “Complementing the global appeal of the Wrigley range for travellers, the checkout area is the natural location for shoppers to find Wrigley brands. In fact, 65% of confectionery purchases selected at checkout are made on impulse – so we understand the importance of these critical sales locations.

“We have the opportunity to reach every shopper at till point when they are fully engaged in the in-store experience; they have found great products to buy that suit their motivations and they are ready to spend – it’s the perfect moment for impulse purchases.”