18 September 2024
Industry Insights: Mars Wrigley wants to take a bite out of Southeast Asia markets. Here’s how
According to reports, Mars Wrigley, the producer of snacks like Mars and Snickers chocolate bars has maintained its title as the world's biggest confectionery firm in 2023 with $22bn of sales. The company is targeting high growth markets including  Singapore, the Philippines, Vietnam, Malaysia, and Thailand…markets that have significant opportunities for growth and innovation for the snacking category in a complex and diverse region.
What's its strategy to conquer emerging markets in Asia? What kind of challenges is the company facing in such a culturally diverse region? Kalpesh Parmar, Regional General Manager for Mars Wrigley Asia, tells us more.

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10 January 2024
Under the Radar: Charlie and the Chocolate Factory? - Mars Wrigley on the growing ‘treat and snacks’ category in Asia and getting snackers to increase their basket size
It’s a little of a Charlie and the Chocolate Factory situation for us today as we speak to the world’s leading manufacturer of chocolate, mints and fruity confections.
You might have guessed it – we’re speaking to Mars Wrigley, the firm behind world-famous brands including M&M’s®, Snickers®, Twix®, Skittles.
With a presence in over 180 countries, and nearly 1,000 of its snacks consumed every second, the firm had said in 2022 that it generated revenues of US$45 billion. 12 of its brands generate over a billion US dollars on a yearly basis.
In Asia, Mars Wrigley operates as a business unit overseeing 20 markets with its strategic eight being Korea, Taiwan, Hong Kong, Malaysia, Thailand, Vietnam, the Philippines and Indonesia. But why is this the case and what is the role of its Singapore business in this regard?
Also – the firm mentioned that the ‘treat and snacks’ category is a US$32 billion business in Asia excluding China, India and Japan.
But what is the basis behind the valuation? How does the firm assess its growth trajectory and aim to get customers to expand their average basket size?
Meanwhile, Mars Wrigley also embarked on a journey to digitally transform its supply chain in the prior years, but how far has that translated into cost savings for the firm here in Asia?
On Under the Radar, The Evening Runway’s finance presenter Chua Tian Tian posed these questions to Kalpesh R Parmar, Regional General Manager, Mars Wrigley Asia.

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