Mars focuses on the big sellers as festive range cut by a third

  • Print
  • Share
  • Comment
  • Save

Mars has slashed the size of its 2009 Christmas confectionery line-up by nearly a third as it focuses efforts on a more "condensed range of big sellers" and NPD in boxed formats.

The festive range will consist of 13 SKUs this year compared with 20 last year, with a stronger focus on its boxes. Mars' boxed products generated £53.2m in sales last Christmas the lion's share of Mars' £75.2m festive confectionery sales.

Mars' Celebrations and Galaxy Advent Calendars are among the seven SKUs it is ditching, but the Mars bar and Malteser-branded calendars remain part of the line-up. "Sales of Advent calendars across the board fell 4.6% to £500,000 last year so it didn't warrant us having the full range of four this year," said Bep Sandhu, trade relations manager.

The range also includes new lines such as the Maltesers Tree Box (rsp: £3.99), which Mars hopes will emulate the 7.8% value growth Maltesers boxes recorded last Christmas on the previous year. It will be joined by a gift box version of Galaxy Mistletoe Kisses (rsp: £3.99).

Mars is supporting its range with a £3m media spend the same as last year. The Maltesers Tree launch is set to benefit from a re-run of last year's £1m TV ad for the Maltesers brand, and the Celebrations ad will also be repeated, backed by a £2m spend.

Mars said its selection boxes and tube ranges would be 25% smaller than last year and made from 100% recycled board.

Cadbury recently announced a 32% packaging reduction across its selection boxes and Nestlé the removal of plastic packaging from its boxes.

Have your say

Please add your comment. Remember that submission of comments is governed by our Terms and Conditions. You can include links, but HTML is not permitted.

Mandatory
Mandatory
Mandatory
Mandatory
  • Print
  • Share
  • Comment
  • Save

Grocer jobs Experts in FMCG

Search jobs
Sign in

Newsletter sign-up

I wish to receive the following newsletters:

Subscriber only alerts:

DIRECTORY

The+Grocer+Directory

CLICK HERE to search for the products, services and companies you need in the definitive guide to the UK food and drink industry.

FOLLOW THE GROCER

The Grocer's commentators and opinion makers