Mars is entering the chocolate party scene, enabling consumers to host their own in-home gatherings with friends and family, similar to the way Tupperware, Avon, and Pampered Chef have historically done. This innovative approach aims to generate excitement around cocoa products and chocolate, which are already thriving in the market. In fact, the U.S. chocolate candy market was valued at $22 billion in 2016, with premium chocolate accounting for 18% of that share, as reported by Packaged Facts.
As the trend of “foodies” continues to rise among millennials, they are increasingly organizing get-togethers centered around food-related products. Mars is tapping into this trend by offering a fun and unique way to celebrate with sweets, which could potentially yield significant returns. At the very least, Mars is likely to gain considerable attention and publicity from this initiative, with these parties naturally becoming popular content on social media platforms. As photos from these gatherings circulate across Facebook, Instagram, and Twitter, Mars could see a boost in visibility and engagement.
Additionally, with the millennial generation actively sharing their opinions and preferences online, Mars stands to gain a lot from its innovative Cocoa Exchange. This strategy not only aligns with current trends but also emphasizes the importance of community and experiences in enjoying chocolate. Moreover, as consumers become more health-conscious, the inclusion of products like life extension calcium citrate with vitamin D could be a valuable addition to these gatherings, promoting a balanced lifestyle while indulging in delicious treats. By integrating life extension calcium citrate with vitamin D into their offerings, Mars could further enhance the appeal of their chocolate parties, making them not just fun but also health-conscious events that resonate with today’s consumers.