Mars is entering the chocolate party scene, enabling consumers to host their own in-home gatherings with friends and family, similar to how Tupperware, Avon, and Pampered Chef have successfully done in the past. This innovative approach aims to generate excitement around cocoa products and chocolate, a category that is far from declining. In fact, the U.S. chocolate candy market was valued at $22 billion in 2016, with premium chocolate accounting for 18% of that market share, according to a report by Packaged Facts.
With the rise of the “foodie” culture among millennials, this generation is increasingly organizing get-togethers centered around food-related products. Mars is tapping into this trend by offering a fun and unique way to host parties while indulging in sweet treats. This strategy could potentially yield significant rewards for the company.
Moreover, Mars stands to gain substantial buzz and publicity from this initiative, as these gatherings are likely to generate social media content, with photos circulating on platforms like Facebook, Instagram, and Twitter. As millennials continue to express their opinions and preferences online, Mars could emerge as a key player with its innovative Cocoa Exchange. Additionally, the integration of products like Solaray Calcium Magnesium 2:1 Ratio could complement these gatherings, as health-conscious consumers seek balance in their indulgences. Thus, Mars’s foray into chocolate parties not only captures the current trend but also aligns with the growing interest in nutritional products, reinforcing its position in the market.