A Mars a day

Over the past year, Mars has spearheaded a nationwide initiative to demonstrate the sales opportunities to be gained by offering chocolate in pubs.

The confectionery company has been working with leased operator Admiral Taverns to see how licensees are getting on - with results suggesting that pubs are missing out on additional impulse sales by not stocking chocolate and sweet snacks.

Savoury snacks have always been an important sales driver for pubs, with more than 95 per cent stocking some varieties. With pubs aiming to expand their appeal, licensees need to adapt the range of snacks they offer to cater for many different types of consumers.

Women and families are regularly spending time in their local, and many pubs have already started to adapt their offering to cater for these changes.

For example, pubs have started to open up earlier to serve coffee, and confectionery now plays a key part in pub choices.

"The confectionery category is valued at £4.7bn, and licensees who fail to stock confectionery are missing out on excellent sales opportunities," says Mars' trade relations manager, Bep Sandhu.

"Importantly, as 68 per cent of all confectionery is bought on impulse, stocking a confectionery display behind the bar will not steal sales from other categories."

Products such as Mars and Snickers sit nicely alongside crisps as part of an impulse snack range, while Mars' range of pouches offer sales potential as sharing ideas.

The Publican Food Brands Report, published in February, saw Mars brands listed as five of the eight confectionery lines featured - the figures were based on cash & carry sales to pubs.

The company attributes recent market growth in pubs to factors including the wet summer in 2007, which meant that people continued to enjoy confectionery rather than switching to ice-cream.

Displaying a confectionery range clearly on the back-bar is shown to boost impulse sales, and Mars has a range of bespoke merchandising equipment specifically designed for pubs.

"The results show that confectionery can really add additional sales in pubs," continues Sandhu.

"By stocking a core range of confectionery products behind the bar, publicans are reaping the rewards.

"With more families now using pubs, expanding your snack range can help meet demand for different products." Usk and Railway Hotel, Brecon, Wales

Average sales of 150 bars per week. The pub uses a branded display unit, free of charge. "We decided to stock confectionery as it is easy money.

"I can't understand why other pubs don't sell it and there are no issues with wastage. Sell only the top brands - let them do the marketing for you!"

Royal Mail, Newport, Gwent

Average sales of 100 bars per week. "Our customers really like the fact that they can get chocolate now.

"People buy chocolate in addition to crisps or a dessert and the shelf life is pretty long lasting.

"We started off selling only Mars and Twix, they sold so well that we decided to expand the range and our customers were pleased."

Oakwood Inn, Port Talbot

Average sales of 50 bars per week. The pub had lost a lot of trade following the smoking ban, especially at weekends. "At first we were a bit dubious about selling chocolate but it is selling better than expected and does not steal from crisps or desserts.

"I would say to other licensees there is nothing to lose and it will sell."