Mars Inc has launched gum brand Wrigley into the travel retail channel.
The snack giant said it would sell an “exclusive” range of Wrigley products in the sector, which includes six and ten-packs of Orbit and Extra and four-packs of Hubba Bubba.
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Jack Tabbers, general manager for Mars’ international travel retail arm, said: “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.”
Mars added that it has developed a range of Wrigley display materials to appeal to travellers.
“65% of confectionery purchases selected at the checkout are made on impulse – so we understand the importance of these critical sales locations,” Tabbers added.
“We have the opportunity to reach every shopper at till point when they are fully engaged in the in-store experience. It’s the perfect moment for impulse purchases.”
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By GlobalData
