Breaking News on Food, Beverage & Supplement Development - Asia PacificEU edition | US edition

Headlines > Business

News in brief

Shanghai M&M’s World ‘the next stage’ for Chinese brand building, says Mars

Post a comment

By Oliver Nieburg+

Last updated on 18-Aug-2014 at 16:12 GMT

Shanghai store is Mars' fifth flagship M&M's World globally and the first in Asia
Shanghai store is Mars' fifth flagship M&M's World globally and the first in Asia

Mars has opened an M&M’s retail store in Shanghai, which it hopes will lift brand loyalty in China.

The company’s first M&M’s World in Asia opened earlier this month on East Nanjing Road in Shanghai.

The 1,600-square-meter store spans two floors and offers M&M’s candies and merchandise. It is Mars’ fifth M&M’S World flagship store, joining other locations in New York, Orlando, Las Vegas and Leicester Square London,

“M&M'S World gives people the opportunity to connect with the M&M's brand in a personal way,” a Mars spokesperson told this site. “M&M's World Shanghai is the next stage in building the brand in China.”  

Mars led the Chinese chocolate confectionery market ahead of nearest rivals Nestle and Ferrero last year with a 40% value share, according to Euromonitor International figures.

The three confectioners hold a combined 70% share of the market, but Hershey recently upped its game in the emerging market by acquiring the Golden Monkey Food Company.

Mondelēz holds only a small percentage of Chinese chocolate market and has identified China as a “next Wave” market rather than one of its three chocolate priority markets - India, Brazil and Russia

Mars’ other Chinese chocolate products include Dove, Snickers , and Cuixiangmi.

Subscribe to our FREE newsletter

Get FREE access to authoritative breaking news, videos, podcasts, webinars and white papers. SUBSCRIBE

Post a comment

Comment title *
Your comment *
Your name *
Your email *

We will not publish your email on the site

I agree to Terms and Conditions

These comments have not been moderated. You are encouraged to participate with comments that are relevant to our news stories. You should not post comments that are abusive, threatening, defamatory, misleading or invasive of privacy. For the full terms and conditions for commenting see clause 7 of our Terms and Conditions ‘Participating in Online Communities’. These terms may be updated from time to time, so please read them before posting a comment. Any comment that violates these terms may be removed in its entirety as we do not edit comments. If you wish to complain about a comment please use the "REPORT ABUSE" button or contact the editors.

Related products

Key Industry Events


Access all events listing

Our events, Events from partners...