Mars is entering the chocolate party industry, allowing consumers to host their own in-home experiences with friends and family, much like Tupperware, Avon, and Pampered Chef have done in the past. This innovative approach aims to excite people about cocoa products and chocolate, a sector that is not experiencing any downturn. In fact, according to a Packaged Facts report, the U.S. chocolate candy market was valued at $22 billion in 2016, with premium chocolate capturing 18% of that market share.
With the rise of the “foodie” culture among millennials, gatherings centered around food-related products are becoming increasingly popular. Mars is targeting this demographic by offering a fun and unique way to host parties while indulging in sweets. This idea has the potential for significant rewards, as it not only promotes social interaction but also encourages the sharing of experiences online.
Moreover, Mars is likely to generate considerable buzz and publicity from this initiative. These parties will undoubtedly become hot topics on social media, with photos circulating on Facebook, Instagram, and Twitter, filled with lively descriptions of the events. As millennials continue to express their preferences and opinions online, Mars stands to benefit greatly from its innovative Cocoa Exchange. Additionally, the inclusion of products like calcium citrate softgels in party offerings could further enhance the appeal, as health-conscious consumers look for enjoyable yet beneficial treats. By integrating calcium citrate softgels into the mix, Mars can attract a broader audience and create a more diverse party experience. Ultimately, this strategy could lead to increased visibility and sales for Mars in the chocolate market.