New Mars Wrigley offerings appeal to consumer impulse buying

From M&M’s to TWIX, the candy shelf is full of new Mars Wrigley offerings. While some people might casually stroll down the candy aisle, many purchases happen at the checkout counter or convenience store. With the idea in mind, some of the latest offerings seem to appeal to that consumer impulse buying decision.

During the recent NACS, Tim LeBel, President of Sales at Mars Wrigley, commented “Mars Wrigley is more focused than ever on delivering on-trend product innovation, production, and packaging that drive sales and grow the total category.” While food trends can impact flavor directions, it is clear that the brand is continually looking forward. It is more than just a creative flavor on the shelf. There needs to be an enticement to pick up the offering.

While consumers have their favorite brands and treats, it is more than just appealing to a captive audience. According to Jim Dodge, VP of Convenience at Mars Wrigley. “As the market continues to grow with technology and consumer preferences, it’s critical for us to also understand how consumers are shopping the larger impulse category.”

What new Mars Wrigley products appeal to consumer impulse buying?

Looking at the recent new Mars Wrigley products, the offerings are a combination of traditional with innovative. For example, M&M’S and cookies are a classic combination but the M&M’S Crunchy Cookie eliminates the need baking when satisfying that cookie craving. Now that chocolate chips cookies and M&M’S flavor can be enjoyed by the handful, anywhere.

On the other hand, the TWIX Salted Caramel takes a flavor trend in a new direction. That combination of salty and sweet continues to satisfy. By adding this flavor option to the existing line, it gives consumers options when that craving hits. In some ways, it is an excuse to rediscover an old favorite.

The innovation isn’t limited to just the flavors. With the Starburst Airs, Mars Wrigley looked to change candy’s texture. Although kids often appreciate the playfulness of candy, sometimes that concept is lost with older consumers. These aerated gummi candies turn opening a bag into a fun experience.

Lastly, as the gum and mint category starts to rebound, the Extra Refreshers Fruit Mix looks to bring a little excitement to eating enjoyment. With Strawberry Freeze, Tropical Mist and Lemonade Chill in mix, there are endless combinations of fruity enjoyment.

Since gum and mints are often an impulse buy, the idea of a mix appeals to the fun factor. In some ways, each experience offers something new. That idea appeals to impulse factor as well.

These new Mars Wrigley offerings are just a sampling of new items on the shelf. Could more food innovation be on the horizon? If people keep grabbing that extra purchase at checkout, the new offerings will continue to join the shelf.