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“We help bring innovative and long loved brands into the spotlight,” Mr Fauvette said. “Our core focus is on creative promotional activity and limited-run flavours. Our latest promotions due to launch are our Joojoos plush toy and Aussie Drops Hand Warmer giveaway.” The latest confectionery launch from CTC is the candy-filled collectible toy, Flipperz. Where to next? As retailers continue to innovate, expand their food offering and prioritise experience, the in-store environment, traditionally dedicated to confectionery, is under pressure. But confectionery continues to play an important role for convenience stores, says Mars Wrigley Australia’s Mr Shortal. “It’s the fifth largest food category by value and makes up almost six per cent of total sales (AACS State of the Industry Report 2020). It delivers 46 per cent average margin versus total store average of 33 per cent, and it’s highly impulsive, with 62 per cent of \\\\\\\[surveyed\\\\\\\] convenience store shoppers making their purchase decision at the shelf and 21 per cent buying more than they planned. “In order to grow confectionery sales, retailers should focus on helping shoppers notice and find confectionery, by prioritising products such as gum and mints above counter from the transaction point, making the aisle easier to navigate by allocating right amount of space to the best sellers, and using data and industry insights to identify and capitalise on cross purchases, for example coffee and Eclipse mints.” Mars Wrigley is partnering with retailers to unlock new in-store locations for confectionery displays and is focusing on how to maximise the return on shelf, depending on the time of day and product format, says Mr Shortal. Mars Wrigley recently launched a new bar, Snickers White, following “tremendous success” in the US market. It has also launched Extra White Spearmint Bottle, which is said to help clean and whiten teeth as the consumer chews. “In the coming months, we’ll launch some fun, innovative new products from M&M’S and Maltesers,” Mr Shortal said. “As we continue to shape our business for the next 100 years in Australia, we have ambitions to continue to grow our brands and move into relevant adjacencies. A key focus for our business into the future is to make even more of our products locally and look for new and relevant occasions and experiences that will recruit new shoppers to the category and bring better moments and more smiles to consumers with our products.” CONFECTIONERY MAY/JUN, 2021 CONVENIENCE WORLD 33