American global manufacturer of confectionery known for its chocolates including Mars bars, Twix and Snickers are set to launch the M&M candies in India. The company said that the organisation is aiming to grow the nascent bite-size category in the market by launching the colourful and button-shaped candies, M&M in India.
“With M&M’s, we wish to expand the bite size category in India with a shareable snack. We feel this is the right time to make M&M’s available here,” general manager (India and Indian sub-continent), Mars Chocolate Ltd, Andrew Leakey said in an official statement. Snickers is believed to be one of the successful brands in India. The last brand from the Mars that made its entry to India was Galaxy which was launched in the country in November 2013. Apart from Galaxy, other chocolates including Bounty and Twix is also available in India.
Mars will be launching M&M in India in Chocolate and peanut variants. The candies will be priced at Rs80 for a 45-gram pouch and Rs150 for a 100-gram pouch and will be sold at over 84,000 retails across the nation.
Andrew affirmed that even though India accounts for about 5% of the company’s global revenue, the company is exploring possibilities for further expansion.
“India is among the top 10 focus markets for Mars. Revenue-wise, it is small, but this market has enormous potential for growth. We are always exploring possibilities for growth and may look at smaller stock keeping units (SKUs) to have products at lower price points in India in future. Across the world, for more than 70 years, it has been a favourite brand. We are confident its uniqueness will win the hearts of consumers in India” he said.
As a part of its promotional stunt, the characters of M&M Mr. Red and Mr. Yellow drove through the Gateway of India in Mumbai giving everyone major “Sholay” feels.
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