Mars is entering the chocolate party scene, offering consumers the chance to host their own in-home gatherings with friends and family, similar to what companies like Tupperware, Avon, and Pampered Chef have successfully done in the past. This innovative approach aims to spark excitement around cocoa products and chocolate, a category that continues to thrive. In fact, the U.S. chocolate candy market was valued at $22 billion in 2016, with premium chocolate accounting for 18% of that share, as reported by Packaged Facts.
With the rise of food enthusiasts, millennials are increasingly organizing get-togethers centered around food-related products. Mars is strategically tapping into this trend by providing a fun and unique way to host parties while indulging in sweets. This idea has the potential to yield significant rewards.
Moreover, Mars is likely to generate considerable buzz and publicity from this initiative, as these parties will undoubtedly become popular on social media. Photos from these gatherings will flood platforms like Facebook, Instagram, and Twitter, showcasing the delightful experiences. As millennials share their opinions and preferences online, Mars stands to gain substantially from its innovative Cocoa Exchange, which could also highlight the chewy calcium citrate benefits found in their chocolate offerings. By intertwining the enjoyment of sweets with health-conscious ingredients like chewy calcium citrate, Mars could appeal to a broader audience while enhancing its market presence.