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NEWARK, N.J. — Mars has been an innovator and leader within the consumer packaged goods industry for more than 100 years, and as the maker of some of the world’s most loved brands, including M&M’S, Ben’s Original and Pedigree, Mars’ consumer obsession has guided it to success. The company has always evolved to remain culturally relevant and meet the preferences of the public.
Mike Gilroy, vice president of trade development and sponsorship at Mars Wrigley, sees a number of interesting developments in the candy segment. “Right now, there are a few trends at the forefront of candy category growth. First, as consumers continue to look for new textures and taste, gummies are really rising in popularity. Leaning into the trend, at Mars Wrigley we expanded our Gummy portfolio with new product innovations. In addition to Lifesavers, we’ve developed new gummy innovations from our Skittles and Starburst brands, offering consumers a trending twist on these classic candy favorites.”
He notes that gum is another area of growth. “Although gum purchases were impacted by COVID, at Mars we doubled down on the category by staying truly connected to consumers and driving new and exciting usage occasions through creative marketing and exciting product innovation. Gum has proven to be resilient, and as social situations normalized, we’ve seen gum rebound significantly. As the gum category continues to grow, we’re excited to continue to offer new flavor innovations for fans, like our recent Extra Pink Lemonade, which delivers the familiar sweet and tart flavor of lemonade with bright, refreshing long-lasting flavor.”
Gilroy adds that today snacking trends are changing at warp speed, and this is a pivotal moment for the category. “At Mars, we’re consumer obsessed. We’re constantly in touch with them to understand what they’re looking for from us. Across our Treats & Snacks portfolio, we’ve strategically rolled out research-backed innovations that meet consumer demands and deliver on shoppers’ evolving requests for a wider variety of products. We have our finger firmly on the pulse of industry trends and are constantly thinking ahead to where we want to go in 10, 20, 50 years from now.”
He notes that within the past year, the company added a few new, permanent flavor innovations to its portfolio.
“Stepping into the performance nutrition space, Snickers Hi Protein bars feature the same satisfying chocolate, caramel and peanut ingredients iconic to Snickers but are now packed with 20 grams of protein, while offering the nutritional profile consumers expect, with the taste they crave.”
Gilroy says M&M’S Caramel Cold Brew taps into the booming cold brew coffee scene, and pairing it with one of Mars’ fan favorite products for a fun twist, the new product delivers a delicious combination of smooth, robust coffee flavor and sweet, chewy caramel, covered in classic M&M’S milk chocolate and wrapped in a colorful candy shell.
“Lastly, DOVE Molten Lava Caramel was inspired by the classic and decadent molten lava cake, and the new DOVE Milk Chocolate Molten Lava Caramel Promises bring a multi-texture experience to fans and are filled with a rich Molten Lava-flavored caramel center, cloaked in the silky-smooth milk chocolate DOVE fans know and love,” he concludes.
