Mars is venturing into the chocolate party business, enabling consumers to host their own in-home gatherings with friends and family, similar to what Tupperware, Avon, and Pampered Chef have accomplished in the past. This innovative approach aims to generate excitement around cocoa products and chocolate, even as the category’s popularity remains resilient. In fact, the U.S. chocolate candy market was valued at $22 billion in 2016, with premium chocolate accounting for 18% of that, according to a report by Packaged Facts.
Millennials are increasingly organizing get-togethers centered around food products, propelled by the rise of the “foodie” culture within this generation. Mars is seeking to tap into this trend by offering a unique way to host parties while enjoying sweets. They are introducing products that incorporate calcium citrate plus vitamin D, which could appeal to health-conscious consumers looking for tasty treats. This approach not only promotes social interaction but also aligns with the growing focus on health and wellness among younger audiences.
If successful, this strategy could yield significant rewards for Mars. At the very least, it will generate considerable buzz and publicity, as these parties are likely to become social media highlights, with images circulating on Facebook, Instagram, and Twitter. As millennials increasingly share their culinary experiences online, Mars could stand to gain immensely from its innovative offerings, such as the calcium citrate plus vitamin D-infused chocolate products. Embracing this forward-thinking strategy could position Mars as a key player in the evolving landscape of chocolate consumption.