Mars Wrigley ITR showcases M&M’s Summer USA Collection at Summit of the Americas

MWITR is exhibiting at the Otis McAllister booth, reinforcing its long-standing partnership with the travel retail distributor.

Mar 10, 2025 - 17:16

Mars Wrigley ITR showcases M&M’s Summer USA Collection at Summit of the Americas

**Mars Wrigley International Travel Retail’s transaction growth strategy takes centre stage at the Summit of the Americas 2025**

USA. Mars Wrigley International Travel Retail (MWITR) is presenting the limited-edition M&M’S Summer USA Collection at the ongoing IAADFS Summit of the Americas (8-11 March). It is exhibiting at the Otis McAllister stand (Stand 100). Click here for our live coverage of the Americas show.

The exclusive range is designed to tap into the growing demand for souvenir shopping and gifting in travel retail.

The M&M’s Summer USA Collection features the brand’s signature chocolate, peanut and peanut butter variants in a striking red, white and blue colour scheme. The packaging incorporates American-themed designs, reinforcing its souvenir appeal and driving engagement through high-impact shelf visibility.

The limited-edition collection was developed for strategic placement in high-traffic areas, designed to capture impulse purchases and increase conversion rates in airport retail environments. According to MWITR, one in five travellers is searching for the perfect gift.

MWITR is using the Summit of the Americas as a platform to discuss its wider growth strategy with industry partners. MWITR Customer Development Manager Lymarie Prudencio is at the Americas show to engage with partners on the company’s evolving vision for international travel retail.

A key focus is the company’s transaction zone strategy. According to the company, the strategy has demonstrated success in increasing sales by optimising product placement, enhancing visibility and capitalising on impulse purchasing behaviour.

**Mars Wrigley ITR debuts the limited-edition M&M’S Summer USA Collection at the Summit of the Americas, tapping into the growing souvenir and gifting trend in travel retail**

“The Americas continues to be an important region for Mars Wrigley ITR and we are thrilled to showcase our new M&M’S USA Summer Collection in Miami,” said MWITR Market Director An de Volder.

“With gifting playing an increasingly central role in travel retail, we believe this offer will resonate with a wide range of travellers, from those seeking a last-minute souvenir to those looking for a premium travel-exclusive gift for friends or family.

“Our mission is to create memorable experiences for travellers around the globe,” she added. “By implementing innovative strategies and staying attuned to evolving consumer preferences, we continue to drive growth in the travel retail space. We look forward to sharing our insights and discussing opportunities with our valued retail partners at the Summit.”