Mars Wrigley has launched its 2025 Christmas festive range, harnessing the escalating trend of nostalgia, gifting, and indulgence through new product innovation directed at both consumer and retailer.
The food giant saw a major lift in the Christmas category with value and unit sales up 8.5% and 4.5%, respectively, in 2024.
To capitalize on this trend, the business is introducing a number of new lines of products that combine traditional flavours with modern twists.
Specifically, the launch of a Gingerbread Malteser Reindeer introduces a festive flavour into the company's popular range. The product will be released in a variety of forms, including individual portions, a mini one, and as part of a Christmas mix, to appeal to a range of different consumers.
Also, following the success of last year's M&M's Crispy Milk Chocolate Santa, Mars is extending the M&M's Santa line with a new Five Pack. This handy format appeals to consumers seeking convenient gifting solutions, either for stocking stuffers or office sharing.
The chocolate industry will grow at 4.7% CAGR over the period 2025-2032, predicts Coherent Market Insights. USD 130.64 Bn in 2025 will increase to approximately USD 180.29 Bn in 2032. New flavor launches and innovative packaging solutions are fueling the market size.
The firm is also capitalizing on the premium gifting trend with the introduction of its Maltesers Assorted Truffles Advent Calendar. The product will enhance the Christmas countdown experience in a new way, enabling retailers to gift consumers a premium experience over the festive period.
Mars is also revamping its selection boxes, with new packaging for ranges like Twix, Skittles, and Galaxy. The revamped formats aim to grab shopper attention at the point of sale, boosting the attractiveness of these best-loved favourites.
Laura O'Neill, Mars Wrigley senior brand manager for Christmas, emphasized the role of innovation in fueling festive growth: "Refreshing product ranges with new flavours and formats is essential during the festive season".
She added: "Innovation is a key driver, with new product development accounting for 27% of Christmas 2024 growth. At this time, consumers, by nature, revert to well-known brands for moments of nostalgia and indulgence."
"By blending nostalgic tastes, innovative surprises, affordable prices and premium options, Mars Wrigley is equipping retailers with the ammunition they need to boost sales, expand their consumer base and get the best out of the festive trading season."
Source:
Ecommerce PLatform: FOODBEV MEDIA Ltd.
Company: Mars Wrigley
