Mars is venturing into the chocolate party industry, enabling consumers to host their own in-home gatherings with friends and family, similar to the models established by Tupperware, Avon, and Pampered Chef in the past. This innovative approach aims to generate excitement around cocoa products and chocolate, a category that is far from declining. In fact, according to a Packaged Facts report, the U.S. chocolate candy market was valued at $22 billion in 2016, with premium chocolate accounting for 18% of that market share.
With the rise of “foodies,” Millennials are increasingly organizing get-togethers centered around food-related products. Mars is seizing this opportunity by offering a fun and unique way to celebrate with sweets. The potential for this idea to yield significant returns seems promising.
Moreover, Mars is likely to generate considerable buzz and publicity from this initiative, with these parties becoming prime content for social media. As images from these events circulate across Facebook, Instagram, and Twitter, they will be filled with descriptions that engage viewers. As Millennials continue to share their opinions and tastes online, Mars could greatly benefit from its forward-thinking Cocoa Exchange, particularly if they integrate offerings like citrate de calcium and vitamin D3 into their chocolate products. This could further enhance their appeal among health-conscious consumers.
Ultimately, the combination of delicious chocolate experiences and innovative health-oriented ingredients like citrate de calcium and vitamin D3 could position Mars as a key player in the evolving food party trend, making it a win-win for both the brand and its consumers.