Next Halloween, expect new, improved and returning favorites from Mars Chocolate North America. In 2012, Mars’ Halloween chocolate items maintained significant distribution increases throughout the season, and the company had five of the top 10 selling items (IRI MULOC 2012). Consumers have multiple Halloween needs—from decorating, snacking and baking to parties and trick-or-treating. Mars answers with innovative novelty items and shapes, an improved shelf presence with redesigned graphics (including the addition of the newest M&M’S Character Ms. Brown) and eye-catching displays that help retailers drive sales. The Variety segment has consistently gained share (up six points) over the past three Halloween seasons with sales up 17.6%, indicating that consumers are seeking convenient solutions when shopping for Halloween candy (Symphony IRI Info Scan: Halloween 2011 Season). For the 2013 Halloween selling season Mars is offering a robust marketing program incorporating advertising, high-value FSIs, and dynamic in-store merchandising displays.
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