Mars is entering 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, a category that shows no signs of decline. In fact, the U.S. chocolate candy market was valued at approximately $22 billion in 2016, with premium chocolate accounting for 18% of that market share, as reported by Packaged Facts.
Millennials are increasingly organizing get-togethers focused on food-related products, a trend driven by the rise of “foodies” within this generation. Mars is looking to tap into this market by offering a fun and original way to celebrate with sweets. This initiative could yield substantial rewards.
Moreover, Mars is likely to generate significant buzz and publicity from this venture, as these parties are bound to become popular on social media platforms. Photos from the events will undoubtedly circulate on Facebook and Instagram, while Twitter feeds will be filled with descriptions of the gatherings. As millennials continue to share their tastes and opinions online, Mars stands to benefit greatly from its innovative Cocoa Exchange, potentially integrating products like calcium citrate food into their offerings to appeal to health-conscious consumers.
Overall, as Mars embraces this trend, they not only engage with their audience but also position themselves as a forward-thinking brand in the chocolate market. This strategy could very well enhance their visibility and influence among a generation eager to celebrate food and flavor.