April 26 2023  |  Confectionery & Fine Foods

​Mars Wrigley to return to TFWA Asia Pacific with expanded ITR portfolio

By Laura Shirk

Maltesers Truffles are a new gifting innovation from the confectionary brand

Mars Wrigley ITR has announced that it will be returning to TFWA Asia Pacific this year (stand 2-H22).

“In many of the domestic markets in the Asia Pacific region, confectionary is a developed, and incremental category, engaging consumers with fun and exciting content, leveraging some very well-loved brands. However, this engagement in the category is not represented in many travel retail markets in the region. This is something we are excited to change, and due to the size of our business in domestic markets in the region, Mars is well positioned to drive this change," says Marcus Hudson, Sales Director for Mars Wrigley ITR.

“Confectionary is not like other categories in travel retail, and to build it we need to do things differently – a truly category first approach, driven by consumption moments that we know are top of mind at the point of sale, needs to be taken.”

Hudson will be sharing some perspectives on this during the conference on May 8. The company will also share more on the evolution of their ITR portfolio in line with their view on the category. This will include the new gifting innovation: Maltesers Truffles.

"Available to travel retail in a 200-gram and 336-gram box, both presented in a gift-worthy carton that’s perfect for sharing, Maltesers Truffles offer the best of both worlds, combining a crunchy malt filling with honeycomb pieces and a creamy milk chocolate coating."

“Gifting remains the biggest segment within the travel retail confectionery category, and we know that travelers are becoming more budget conscious," says Hudson. "Our gifting portfolio is designed to offer affordable gift choices in the three key price brackets, with this new Maltesers Truffles presentation designed to attract younger shoppers to the category. This new variant is sure to attract attention from shoppers who we know, are keen to try new flavors from their favorite brands."


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