SINGAPORE. Mars Wrigley International Travel Retail (MWITR) is set to present its latest product innovations from its key brand M&M’s at the upcoming TFWA Asia Pacific Exhibition & Conference in Singapore on 12-16 May.
The releases reflect the company’s intent to drive footfall into the confectionery category through a regional focus.
MWITR noted that Asia Pacific presents a significant potential to expand the confectionary category, which is described as “highly impulsive, good margin, and low maintenance”.
The company, however, emphasised the challenge to elevate the confectionery category in Asia Pacific travel retail, particularly in China.
MWITR added that it sees the potential to convert this opportunity together with its partners and customers.
MWITR Sales Director Marcus Hudson said: “Travellers and shoppers need a reason to come into the category and – when they are there – to buy. It is our job to make this happen and convert this opportunity.
“We know that our amazing brands are very well-loved and have the power to excite consumers of all nationalities. We are looking forward to collaborating with our partners in Asia to bring this excitement to the category and put big smiles on the faces of shoppers there.”
MWITR will demonstrate its customer-focused offers at the Singapore show and how it will tailor its global moment-led strategy to local needs and requirements.
Hudson added: “We will bring the right offer at every relevant touchpoint in an attractive, engaging and fun way. For example, by focusing more on bringing local festivals to life on the shopfloor such as Ramadan, Diwali and Chinese New Year by creating impactful touchpoints, celebrating regional cultures and converting these critical gifting moments.”
Product innovations
At the TFWA Asia Pacific Exhibition, the company will reveal its latest product innovations in the region, including the M&M’s Minis. The 310g pack, recommended for sharing, contains milk chocolate lentils with different coloured extra-crunchy crusts.
In addition, MWITR will roll out the M&M’s Peanut and Crispy and Maltesers Global Traveller Passports. These fun gift boxes are made for travellers to bring home, contain six to eight single bags and are easy to personalise with the ‘To, From’ label.
Transaction zones in Asia
MWITR will continue to share more about the opportunities to unlock the potential of the transaction zone, a concept that is a proven success in Europe. The company is looking forward to sharing more about its plans in Asia.
Hudson adds: “We will share some of the astounding results we have been experiencing in Europe, and a clear plan to continue to drive this in Asia.”
MWITR noted that the Asia region is going to be critical to the success of the channel. Hudson concluded: “We are fully engaged to convert this opportunity together with our key retail and distribution partners, and those involved in the broader industry, and we are looking forward to seeing you all there.” ✈
