Mars launches first M&M’s chocolate block in Australia
The new six-variety product range includes milk, almond, hazelnut, crispy, crispy mint and strawberry flavors, and has been available in all major supermarkets and convenience stores across the country.
Mars said the product creation targets chocolate consumers by bringing the M&M’s brand to Australia’s favorite chocolate segment – milk chocolate.
General manager of Mars Chocolate Australia, Andrew Loader, said the new M&M’s product was also designed for families to share and enjoy.
The launch will be supported by a national integrated campaign featuring television, digital, social and outdoor advertising, as well as a range of in-store activations, according to the company.
Growing chocolate confectionery category in Australia
The most recent Euromonitor data showed, by the end of 2016, M&M’s market share ranked seventh within the chocolate confectionery category in Australia. Six other top chocolate brands by market share include Cadbury, Lindt, Darrell Lea, KitKat, Lindor, and Mars.
Chocolate confectionery posted value growth of 4% in 2016 in Australia, which was slightly higher than the previous year, Euromonitor said.
“Growth was mainly driven by consumers continuing to view chocolate confectionery as a form of indulgence… Major chocolate manufacturers continued to release new and interesting flavors to keep consumers engaged, for example Nestlé Australia’s release of new flavors of KitKat, including salted caramel and choc mint whirl,” the market research firm said.
“In addition, chocolate pouches and bags continue to perform well with 6% value growth in 2016. The increase was mainly driven by a consumer trend towards portion control,” Euromonitor added.
“These formats also allow consumers to easily share chocolates, as they are small and convenient to carry around.”
Posted by Michael,