Mars gives buyers something to smile about


MITR will present new confectionery products exclusive to travel retail at IAADFS including M&M’s Stand Up Pouches, available in four flavors
Mars International Travel Retail (MITR) will continue to focus on driving category sales growth through its reinvigorated Power of a Smile category vision at the IAADFS show (Booth 523). 
The company boasts more than 100 years of experience in the confectionery category, unlocking penetration through three key pillars:
Range: Offering the right, yet tight, assortment to deliver across the key traveler need states of ‘For Me, For US and Gifting’.
Display: MITR advocates clear, engaging displays of blockbuster brands and skus to drive sales, supported by strong, consistent offerings in multiple locations throughout the shopper journey.
Activation: Disruptive activations tailored by location seek to bring the magic of the category to life through the biggest global brands.
Matt Boulter, Global Category Director at MITR, explained: “Confectionery currently represents 6% of the travel retail business, and with only 9% of passengers buying today the category has huge headroom to grow. Through the Power of a Smile category vision and the world’s largest confectionery and gum brands, we have a great platform from which to continue to drive growth of this exciting category.”
MITR will also present new confectionery products exclusive to travel retail.
M&M’s Stand Up Pouches are available in four flavors: M&M’s Peanut (14oz), M&M’s Choco (14oz), M&M’s Peanut Butter (14oz), and M&M’s Almond (10oz). They were developed for sharing and are now available in the Americas.
“The new stand-up pouches ensure much better visibility of the iconic M&M’s brand, prompting purchase and really helping to facilitate sharing in the ‘For Us’ consumer need state,” said Boulter.