Mars International Travel Retail (MITR) will be highlighting the potential of the world’s fifth largest domestic chocolate brand, Galaxy, to retailers at the upcoming TFWA Asia Pacific Exhibition (stand N29, basement level 2).
MITR said it is aiming to cement Galaxy’s position as a top ten confectionery brand and has high ambitions for travel retail. “Currently the brand is primarily distributed in travel retail in parts of the Middle East and Asia, yet Galaxy is the biggest chocolate brand in the domestic market. The majority of these sales come from just four markets: UK, Middle East, America and China. With these being the biggest travelling markets, MITR sees huge opportunity for its silky smooth chocolate brand,” the company stated.
The Jewels in Galaxy’s crown: the pack contains a mixture of chocolate flavoured bonbons |
Mars has launched several new Galaxy products into travel retail, based on the company’s category visions of ‘Showing Thought’ and ‘Home Sweet Home’. Aimed at gifting, the new items that will be presented in Singapore are as follows:
Galaxy Pouches – mini bars of smooth milk, caramel and crispy chocolate
Galaxy Multi-Pack – six tablets that include three flavours: Smooth Milk, Caramel and Cookie Crumble (4 x 114g and 2 x 135g)
Galaxy Jewels – a mixture of flavoured bonbons of Galaxy chocolate.
The power of three: new Galaxy Multi-Pack comprises Smooth Milk, Caramel and Cookie Crumble flavoured chocolate |
The confectioner will also continue to embed the Laws of Growth strategy with retailers, which, MITR says, gives them compelling reasons for step-changing growth and unlocking missed opportunities within the confectionery sector. Showcasing how to drive sales through the conversion of lighter buyers with the Power of a Smile category vision, MITR will present tangible ways in which to apply the Laws of Growth and drive sales through excellence in execution in-store. All of these initiatives will be brought to life with product innovation, updated displays and an exciting programme of activations and promotions for 2016, said the company.
MITR Category Director Matt Boulter said: “Asia is an important growth market for us and we remain very positive about the future in the region. Implementing the Laws of Growth through the lens of the Power of a Smile category vision presents a huge opportunity for Asia which we are excited to unlock. The launch of Galaxy later this year will play a key role in the region, as will strategic partnerships in key markets to co-create a unique shopper experience at the shop floor level.”
