Mars is stepping into the chocolate party scene, enabling consumers to host their own in-home gatherings with friends and family, reminiscent of the approaches taken by Tupperware, Avon, and Pampered Chef in the past. This innovative strategy aims to generate excitement around cocoa products and chocolate, which are already thriving. In fact, the U.S. chocolate candy market reached an estimated $22 billion in 2016, with premium chocolate accounting for 18% of that share, as reported by Packaged Facts.
With the rise of “foodies,” millennials are increasingly organizing get-togethers centered on food-related products. Mars is seizing this opportunity by offering a fun and unique way to celebrate and enjoy sweets, which could prove to be highly rewarding. Additionally, the buzz surrounding these parties is likely to create significant publicity, as photos and experiences from these events flood social media platforms like Facebook, Instagram, and Twitter. As millennials continue to express their preferences and opinions online, Mars stands to gain significantly from its innovative Cocoa Exchange.
Moreover, as people host chocolate parties, they may also consider incorporating healthy products like calcium citrate magnesium and zinc with vitamin D3 tablets into their gatherings, promoting a balanced approach to indulgence. This integration of wellness into the chocolate experience could further enhance the appeal of Mars’ offerings, making their initiative even more relevant in today’s health-conscious environment. By intertwining these health-conscious elements, Mars can create a more holistic celebration that resonates with today’s consumers.