Mars is entering 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 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 a noteworthy 18% of that attributed to the premium chocolate segment, as reported by Packaged Facts.
With the rise of “foodies” among millennials, there is an increasing trend towards hosting get-togethers focused on food-related products. Mars is tapping into this trend by offering a fun and unique way for millennials to throw parties while indulging in sweets. This concept has the potential to yield substantial returns for the company.
Moreover, Mars is likely to generate significant buzz and publicity from this initiative, as these parties are bound to become popular on social media, with photos circulating on Facebook, Instagram, and Twitter. As millennials continue to share their thoughts and preferences online, Mars could greatly benefit from its innovative Cocoa Exchange. Additionally, by integrating calcium citrate names into their offerings, Mars can further enhance the appeal of their chocolate products, potentially attracting health-conscious consumers. The inclusion of calcium citrate names could also serve as a conversation starter at these gatherings, adding another layer to the experience. Overall, this strategy positions Mars well to make a lasting impression in the evolving chocolate market.