CHICAGO — Mars Wrigley Confectionery has launched its 2019 Innovative Merchandising Incubator, a new platform that offers retailers the opportunity to receive merchandising solutions and drive sales.
Mars will select two retailers to participate in the incubator, which will cover new merchandising and shopper-experience strategies through a customized test-and-learn solution. Retailers have until May 31 to apply for the program, and the company will evaluate each submission on factors such as national or regional brand presence, number of stores, a progressive mindset and a willingness to implement Mars’ in-store recommendations.
Mars Wrigley will reveal the selected retailers this summer, and they will begin working with Mars Wrigley in the second half of 2019.
“How consumers shop today is not how they will shop tomorrow,” said Tiffany Menyhart, vice president of U.S. category leadership for Mars Wrigley Confectionery. “At Mars Wrigley Confectionery, understanding consumers now and in the future is at the core of our business. We believe that a long-term, impactful relationship is the catalyst to driving the future of shopping for both retailers and manufacturers. We are launching the Innovative Merchandising Incubator to help retailers connect with the consumer and provide mutual solutions for growth.”
Mars is one of multiple CPG companies that have introduced incubator programs over the past few years. In March 2018, the Kraft Heinz Co. launched Springboard Brands, an incubator platform dedicated to growing disruptive brands in the food and beverage sector. In November 2018, Mondelez International debuted SnackFutures, an innovation hub aimed at helping new CPG brands tackle consumer trends and growth opportunities.
“Today’s shoppers are leading more fluid lifestyles—always on the go and connected,” Menyhart said. “But knowing the potential of chocolate, fruity confections, gum and mints to drive growth, Mars Wrigley Confectionery is committed to sharing its global insights to help retailers think differently about how to capture their attention during the in-store on online journey. We’re looking forward to helping an agile retailer adapt to new demands and stay ahead of the rapid changes happening not only in the confectionery category but also with treats and snacks products overall.”
In addition to the incubator, Mars will provide retailers with category recommendations at this year’s Sweets & Snacks Expo in Chicago. The company will host a panel, which will be led by Andrew Capron, vice president of new transactions for Mars Wrigley Confectionery; Vince Hummel, global category leadership director of new transaction points for Mars Wrigley Confectionery; Piper Ortiz, director of category leadership, new transactions and emerging business for Mars Wrigley Confectionery; and Sarah Petrovic, site merchandiser for Meijer.
McLean, Va.-based Mars Inc. is a global manufacturer with more than $35 billion in sales. Its candy brands, under the division Mars Wrigley Confectionery, include Snickers, M&M’s, Dove, Milky Way, Twix, Doublemint and Skittles.
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