Mars is entering the chocolate party business, enabling consumers to host their own in-home gatherings with friends and family, similar to how Tupperware, Avon, and Pampered Chef have operated in the past. This innovative approach aims to ignite excitement around cocoa products and chocolate, a category that shows no signs of decline. In fact, the U.S. chocolate candy market was valued at $22 billion in 2016, with 18% of that consisting of premium chocolate, according to a report by Packaged Facts.
As the trend of “foodies” continues to grow among millennials, they are increasingly organizing get-togethers centered around food-related products. Mars seeks to tap into this trend by offering a fun and unique way to throw a party while indulging in sweets. This strategy could yield significant rewards for the company.
Moreover, Mars is likely to generate considerable buzz and publicity from this initiative, with these chocolate parties becoming popular content on social media platforms like Facebook, Instagram, and Twitter. As millennials increasingly share their tastes and opinions online, Mars could greatly benefit from its innovative Cocoa Exchange.
In addition to chocolate, Mars may consider incorporating health-focused elements, such as calcium citrate, magnesium, and vitamin D3, into its product offerings to appeal to health-conscious consumers. By emphasizing these nutrients at their gatherings, Mars can create a more holistic experience that combines enjoyment with health benefits. Overall, this initiative could not only enhance the chocolate experience but also align with contemporary wellness trends.