Mars France has revealed plans to use a packaging innovation – namely that of small, highly-portable plastic M&Ms tubs – to grow the category of French chocolate by three per cent per year, LSA-Conso.fr reports.
Chairman and CEO of Mars Chocolate France, Tom Leemans, has said that the packing format will allow the category of chocolate to grow exponentially in the country, and rapidly increase the company’s market share. "When we brought in these small tubs for chewing gum, it really caused a kind of explosion in the market," he said, indicating that similar ripples will occur in the case of M&Ms.
Since the product was so packaged in China and Canada, it has become the top-selling chocolate product in both countries. The French market is the first European market in which it will be sold, though it has been strongly indicated that there will be others.
The recommended retail price is €1.99, and the product comes in chocolate flavour and peanut flavour.
© 2016 European Supermarket Magazine – your source for the latest retail news. Article by Peter Donnelly. To subscribe to ESM: The European Supermarket Magazine, click here.
