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, even though this category is not experiencing any downturn. In fact, a Packaged Facts report estimated the U.S. chocolate candy market at $22 billion in 2016, with premium chocolate accounting for 18% of that market share.
With the rise of “foodies” among Millennials, this generation is increasingly organizing get-togethers centered around food-related products. Mars is seizing the opportunity to tap into this trend by offering a fun and unique way to host parties while indulging in sweets. This initiative seems poised to yield significant rewards.
Moreover, Mars is likely to generate considerable buzz and publicity from this venture, as these parties will undoubtedly become popular on social media. Photos from these gatherings will flood platforms like Facebook, Instagram, and Twitter, sparking discussions and sharing among users. As Millennials continue to express their preferences and opinions online, Mars could greatly benefit from its innovative Cocoa Exchange.
Additionally, Mars is encouraging healthy indulgence by suggesting the inclusion of cal citrate plus vitamin D in their chocolate party experiences. This adds an element of wellness to the enjoyment of sweets, appealing to health-conscious consumers. As the trend of hosting chocolate-themed parties grows, the mention of cal citrate plus vitamin D could become a staple in conversations about balancing indulgence with health, making Mars a key player in this evolving market.