Mars Bites Into The Unwrapped Segment

By Karla Paris

New products and marketing program to promote consumer sharing leads to increased sales for the global manufacturer of confectionery goods

Going small is big within the chocolate industry, as the Unwrapped Segment continues to grow with 16 percent category growth from 2010 – 2013, and Bites are one of the highest-tested items from Mars. The National Confectioners Association (NCA) reported that the total confectionery market in 2013 topped $33.6 billion, marking the sixth-consecutive year of sales growth. Sitting on top of the mound are chocolate sales, which reached $20.6 billion, a 3.6 percent increase over 2012 figures.

The Unwrapped Segment has been a core initiative for Mars.  Toward the end of 2013, the company set its sights on the byproduct of the segment, the sharing food segment.  Mars has set in motion a full-year marketing program revolving around consumer “sharing moments” and its Bites portfolio.  Mars is attempting to implant chocolate into more sharing occasions in America to boost U.S. sales.

Unwrapped Bites give consumers the experience of candy bars in a smaller portion.  They’re easy to share, and the re-sealable pouch makes it possible to eat some now and save some for later…or share with others. Below is a sampling of the “sharing moments” it has targeted and will be targeting.

Video: Waldner Dosomat’s 8-Lane Pouch Filling Machine

During the first few months of 2014, Mars leveraged its relationship with the National Football League during the playoffs and the Superbowl as its first “sharing moment” event.   This single event provides Mars with the opportunity to reach an estimated 52 million households in one day.

In March and April the company ran a “sharing” campaign that introduced “bonus bags” and a “two-for-one” singles program both designed to promote sharing.

This summer, Mars will turn its attention to the global soccer scene during the 2014 World Cup in Brazil.  June and July months will turn focus on movie watching, which is becoming a tradition during some of the hottest days of the year, forcing many consumers to stay indoors and stay cool in air-conditioned movie theaters.

During the latter portion of 2014, Mars will turn its focus back to the NFL, its regular season kick-off, the beginning of the college football season, holidays, and other events that are directly tied to consumer sharing.

The latest addition to Mars’ popular Bites portfolio, TWIX BITES, delivers the same chocolate and caramel-covered cookie bars as a full-size TWIX Bar. Also recently added to the portfolio are:

• MILKY WAY Simply Caramel Bites are squares of caramel coated in MILKY WAY Brand chocolate
• 3 MUSKETEERS Bites offer the same 3 MUSKETEERS Bar–nougat covered in chocolate – in unwrapped, bite-sized cubes