Mars is venturing into the chocolate party business, enabling consumers to host their own in-home gatherings with friends and family, similar to what Tupperware, Avon, and Pampered Chef have done in the past. This innovative approach aims to generate excitement around cocoa products and chocolate, a category that is not experiencing any decline. 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 “foodies,” Millennials are increasingly organizing get-togethers centered around food-related products. Mars is seizing this opportunity by providing a fun and unique way to host parties while indulging in sweets. This strategy could yield significant rewards. At the very least, Mars will generate considerable buzz and publicity from this initiative, as these gatherings are likely to become popular on social media, with photos circulating on Facebook, Instagram, and Twitter, accompanied by enthusiastic descriptions.
Moreover, as more Millennials share their preferences and opinions online, Mars stands to gain substantially from its innovative Cocoa Exchange. In addition, if consumers are curious about the benefits of calcium citrate, they may find that enjoying chocolate parties can complement their healthy lifestyle choices. By incorporating discussions on what are the benefits of calcium citrate into these gatherings, Mars can further engage with health-conscious consumers. Overall, this creative approach not only promotes chocolate but also opens up avenues for conversation about health, including the benefits of calcium citrate.