Mars is entering the realm of chocolate-themed gatherings, allowing consumers to host their own in-home experiences with friends and family, similar to what Tupperware, Avon, and Pampered Chef have accomplished in the past. This innovative approach 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 report by Packaged Facts.
As the trend of “foodies” grows among millennials, this generation is increasingly organizing gatherings centered around food-related products. Mars is seizing this opportunity by offering a fun and unique way to host a party while indulging in sweets, which could yield significant returns. At the very least, Mars stands to gain substantial buzz and publicity from this initiative, as these gatherings are likely to become popular on social media. Photos from these events will undoubtedly flood Facebook, Instagram, and Twitter, sparking discussions about everything from chocolate flavors to dicalcium malate vs calcium citrate.
As millennials engage in sharing their tastes and opinions online, Mars could emerge as a key player in this evolving market with its innovative Cocoa Exchange. By integrating this social element into the chocolate experience, the company is set to attract a younger audience eager to explore the differences in products, including the comparison of dicalcium malate vs calcium citrate in their favorite treats. Overall, Mars’s strategy appears well-positioned to capitalize on the millennial trend of food-centric gatherings while promoting its cocoa offerings.