FRANCE. Mars Wrigley International Travel Retail (MWITR) has revealed the latest product offerings and gifting innovations from one of its key brands M&M’s at the TFWA World Exhibition in Cannes.
The company has also showcased the brand’s approach to delivering what it describes “impactful, fun and engaging” experiences for the travelling consumer.
At the Cannes show, MWITR underlined its strategies to boost customer traffic and unlock the full potential of transaction zones, noting the substantial growth opportunity with over 500 million travellers passing through these zones in ITR every year.
To address the rising demand for shareable products among travellers MWITR has rolled out its expanded portfolio and reintroduced the M&M’s party pack, now featuring the crispy flavour.
In addition, the company is set to launch a range of gifting innovations next year, including four M&M’s Peanut gifting pouches.
Each pouch features a different colour lentil (red, green, yellow, brown) and inspiring messages such as: ‘You’re the best – but we knew that’, ‘Miss your face’, ‘Celebrating, I’ll make it unforgettable’ and ‘It’s not a trip without you’.
The Cannes showcase also included M&M’s best-selling gift tins with five high-impact, coloured versions (blue, red, orange, purple, yellow) each with a different facial expression.
Two octagonal-shaped boxes, a heart-shaped box and a gift pouch – all with exclusive lentil colour combinations – complete the new M&M’s offering.
Mars Wrigley ITR Market Director An De Volder said: “These innovative additions aim to cater to the increasing importance of gifting in travel retail, where 14% of travellers seek authentic confectionery items and one in five desire attractive gift packs.”
The company has emphasised its intent to continue elevating travel experiences, leveraging the M&M’s brand with a focus on three key pillars – portfolio, experiences and content.
MWITR aims to boost sales through its bespoke M&M’s ITR and omnichannel food and non-food lifestyle portfolios, leveraging rotating collaborations with brands such as Adidas, in-store experiences and digital content that promotes community, fun and a sense of connection.
De Volder said: “45% of shoppers cite that an in-store experience is a key driver to purchase. This is a massive opportunity to increase footfall, convert more travellers for the snacking category and ultimately drive future growth. I truly believe we are set up for success because we are the number one chocolate brand in the world and we know how to drive experiences, our M&M’s stores across the world are a testament to that.”
A sustainable future
Highlighting its sustainability commitment, MWITR shared key milestones from the Mars 2023 Sustainable in a Generation Report, which revealed an -8% reduction in greenhouse gas emissions.
This achievement reflects the company’s ongoing efforts toward a -50% reduction by 2030 and aims for net-zero emissions across its entire value chain by 2050.
These achievements have been complemented by the company’s remarkable business growth, exceeding US$50 billion in annual sales, proving that sustainability and profitability can go hand in hand, the company said.
In addition, MWITR noted its progress towards achieving the goal of 100% of its cocoa being responsibly sourced, reinforcing its commitment to building a more sustainable cocoa supply chain.
Recognising the growing traveller preference for sustainably made products, the company underlined its commitment to strengthening sustainability initiatives in duty-free stores by sharing inspiring stories and launching impactful in-store activations.
MWITR will also keep the ‘Responsibly Sourced Cocoa’ logo visible on its packaging and plans to expand this message to shelf displays. ✈