Celebrations are a variety of individually wrapped, mini versions of power brands such as Bounty, Mars, Snickers and Maltesers. Boxes are available for about $2.80.
Mars expects Celebrations, along with its Amicelli brand chocolate-covered, praline-filled wafer rolls, to compete with the German market's leading confectionery maker, Ferrero Rocher. Celebrations has proven hugely popular in the U.K., where it was launched in 1997.
Praline-related products have grown in Germany to represent 36% of the total $2.5 billion confectionery market, overtaking the big-size chocolate bar segment, which has declined to 30%, and small bar and cookies segment, now at 28%.
Copyright October 2000, Crain Communications Inc.