Mars has announced it is launching more than 30 confectionery products in the US this year, including brand extensions for Skittles and Wrigley’s.
Wrigley’s Extra Chewy Mints come in two flavours, Peppermint and Polar Ice, and have a thin, outer shell and a chewy centre that have the same flavour as Extra gum.
Mars’ Skittles range in the US is being expanded with the launch of Skittles and Starburst Sweet Heat, in which the confectionery are given a spicy kick.
“Our new products deliver on several key industry trends, including focusing on transparency and choice, offering the opportunity to indulge in moderation, and meeting consumers’ desire for fun and functional gum and mints as well as new formats and flavours in chocolate,” Timothy LeBel, the president of sales of Mars’ North American chocolate business said this week at the 2017 NCA Expo in Chicago. “We’re tapping into consumer trends and producing surprising twists and experiences from our most popular brands.”
In addition to new products, Mars has also announced new selling strategies aimed at increasing retailers’ sales.
“We’re looking within and even beyond our category to not only understand what innovations will resonate with consumers, but also to truly understand the way they shop for those products,” said Edward Taylor, vice president of Wrigley’s US sales and operations.
Mars has also developed in-store promotions for retailers that aim to boost confectionery purchases, including the “Chew to a Better You” campaign to encourage consumers to incorporate sugar-free gum into their daily routines.
Other new products include M&M’s Caramel Chocolate Candies, Twix Dark Chocolate Cookie Bars and the launch of UK chocolate brand Maltesers.