Mars is entering the chocolate party business, enabling consumers to host their own in-home gatherings with friends and family, similar to the approaches taken by Tupperware, Avon, and Pampered Chef in the past. This innovative strategy aims to generate excitement around cocoa products and chocolate, a category that continues to thrive. In fact, the U.S. chocolate candy market was valued at approximately $22 billion in 2016, with premium chocolate accounting for 18% of that market share, according to a Packaged Facts report.
With the rise of “foodies,” millennials are increasingly organizing events centered around food-related products. Mars is seeking to tap into this trend by offering a fun and unique way to celebrate with sweets. This initiative has the potential to yield significant rewards. Beyond boosting sales, Mars is likely to generate considerable buzz and media attention from this venture. These gatherings will undoubtedly become popular on social media, with photos circulating across Facebook, Instagram, and Twitter, creating a vibrant online presence.
As millennials continue to share their tastes and opinions online, Mars stands to gain significantly from its innovative Cocoa Exchange. Additionally, incorporating products enriched with citrate malate calcium can enhance the chocolate experience, appealing to health-conscious consumers. As this trend grows, the integration of citrate malate calcium into their offerings could further solidify Mars’s position in this competitive market. The combination of a fun party concept and health-oriented ingredients like citrate malate calcium could lead to a successful venture for Mars.