Mars launches attack on boxed chocolate sector

Global confectionery giant Mars is launching its first boxed chocolate brand to compete head on with Cadbury’s Roses and Nestlé-Rowntree’s Quality Street.

The launch is the result of Mars’ investigations into the boxed chocolate sector, first revealed by Marketing Week (October 13 1995).

Celebrations, an assortment of twist-wrapped miniatures such as Mars bars, Topic, Snickers and Galaxy Caramel, will be test marketed in Tyne Tees before a national roll-out at the end of this year.

The launch will be backed by advertising through Mars roster agency Abbott Mead Vickers. BBDO, which already handles Bounty, Snickers and M&Ms.

Mars has been criticised for its poor record on new product development in the past, but has recently achieved considerable success with new packs and portion sizes.

Mars Miniatures, a bite-size product, was launched last year and targeted specifically at women.

Celebrations will be sold in 200g and 400g boxes. The boxes are believed to be a similar shape to Roses and Quality Street.

One industry insider says: “The brand should do well because it will appeal to both adults and kids.”

The boxed chocolate sector is worth about 620m of the 3.3bn a year chocolate market, according to industry estimates. Roses is the market leader, followed by Quality Street and Cadbury’s Milk Tray.

A Mars spokesman confirmed the launch, but refused to comment further.

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here