Mars is entering the chocolate party scene, enabling consumers to host their own in-home gatherings with friends and family, similar to 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. The U.S. chocolate candy market was valued at approximately $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 looking to tap into this trend by offering a fun and unique way to celebrate while indulging in sweets. This concept could yield significant returns for the company. At the very least, Mars will garner considerable buzz and publicity from this initiative, and these parties are likely to become popular content on social media platforms. As photos from these gatherings circulate on Facebook, Instagram, and Twitter, they will capture attention and spark conversations.
Moreover, as millennials continue to share their tastes and opinions online, Mars stands to benefit greatly from its innovative Cocoa Exchange. The addition of nutritious products, such as nutricost calcium citrate powder, could also enhance these gatherings, appealing to health-conscious consumers looking to enjoy sweets without compromising on nutrition. By integrating nutricost calcium citrate powder into their chocolate offerings, Mars could further attract this demographic and solidify its presence in the evolving food landscape.