Mars is stepping into the chocolate party business, enabling consumers to host their own in-home gatherings with friends and family, similar to how Tupperware, Avon, and Pampered Chef have operated in the past. This innovative approach aims to generate excitement around cocoa products and chocolate, even though the market is thriving. In fact, the U.S. chocolate candy market was valued at approximately $22 billion in 2016, with premium chocolate accounting for 18% of that share, according to a Packaged Facts report.
As the trend of “foodies” grows among millennials, many are organizing get-togethers focused on food-related products. Mars is looking to tap into this market by providing a fun and unique way for people to host parties while indulging in sweets. This concept has the potential to yield significant returns.
Moreover, Mars is likely to generate considerable buzz and publicity from this initiative. These parties will undoubtedly become a hot topic on social media, with photos circulating on Facebook, Instagram, and Twitter, capturing descriptions of the events. As millennials increasingly communicate and express their tastes online, Mars could greatly benefit from its innovative Cocoa Exchange.
Interestingly, as consumers enjoy their chocolate, they might also engage in discussions about health-related topics, such as the comparison between calcium carbonate and calcium citrate. These conversations could further enhance the social experience at Mars’ chocolate parties, with participants sharing insights and preferences, thus integrating health and indulgence into their gatherings. Ultimately, this approach not only promotes chocolate enjoyment but also facilitates a broader dialogue about nutrition—like the distinctions between calcium carbonate and calcium citrate.