Cuixiangmi® Xiao Xiong Bang Bang Ice Cream_Mars Wrigley Confectionery (CHINA) Limited_Wow Food_FBIF Wow Food Awards, Food and Beverage Innovation Competition-Product、Packaging、Marketing

Cuixiangmi® Xiao Xiong Bang Bang Ice Cream

Beverage | Frozen Drink (Ice Cream,etc.)

Mars Wrigley Confectionery (CHINA) Limited

Company Website

https://chn.mars.com/

Company Introduction

Mars is the world’s leading manufacturer of chocolate, chewing gum, mints and fruity confections. Today, our iconic products like M&M’S®, SNICKERS®, ORBIT®, EXTRA®, Skittles® and KIND® are enjoyed in more than 180 countries.We’re not just committed to our consumers, we’re focused on positively impacting the planet and the population.

Product concept, highlights and added value

In terms of shape innovation, Animal as the most familiar image to Chinese children, we decided to use the bear head as the innovation core and image choice for our first choice. In combination with the existing process, ice cream R&D team designed 10+ different bear head images in the product design stage. Through mold development, laboratory sample production, drop test, and computer simulation, the bear image with fat face and round ears was finally selected to promote the scene design of parent-child sharing, and make the cute bear ice cream become a new way of daily communication and snack sharing between parents and children. Consumers can also share the cute ice cream image on social media.
In terms of product and processing technology innovation, we use a smaller portion size than the normal Mars Wrigley ice cream - 42g, A small amount of single consumption with no more than 200 calories for each serving size can reduce parents' concerns about children's excessive consumption of sweets; At the same time, in order to solve the problem that children will get their hand dirty by the melty ice cream when eating, we made the design of stick ice cream by referring to the chocolate bar, so that the ice cream does not contact with the skin directly during use. In terms of raw materials, both flavors use 100% pure milk chocolate, which meets the needs of parents for children's health. At the same time, super crispy rice is added to the chocolate coating to enhance the crunchy taste, giving children and parents a delicious and fun product experience. Bear shape with chocolate flavor combines crispy skin with rich chocolate inner core to bring consumers double chocolate flavor enjoyment, Bear shape with vanilla flavor will give vanilla into rich milk flavor to bring consumers crispy and smooth ice cream experience.
In terms of packaging innovation, we introduce the iconic red color of CXM as the main color of the product packaging, put the bear shape in the most prominent position of the package, and cooperate with the virtual eye and mouth design, so as to attract the purchase of parent-child consumers with a cute image and rich color matching with taste.
As the most important new innovation of Mars Wrigley Ice Cream category 2024, Crispy Rice Ice Cream is committed to developing the parent-child ice cream market, and the expansion of brand influence with "parent-child moment, crisp enjoy"!

Product Images

Please briefly describe how your product communicates with consumers

As a local chocolate brand in China, CXM has been deeply engaged in the Chinese market for 26 years. It is the only chocolate brand under Mars Wrigley that focuses on the parent-child market, with the highest market penetration rate and sales of hundreds of millions of yuan. Beginning in 2020, in order to attract more parent-child groups and cooperate with the market trend of fun and delicious, CXM launched an animal shaped chocolate bar, which effectively stimulated the business growth, directly led the CXM to become the first chocolate brand positioning the personal market in the Chinese market, and maintained 200% continuous growth for three consecutive years to 2023.
In our early market research, we found that there is no specific brand in the Chinese ice cream market that focuses on the parent-child concept and deeply cultivates this market group. Coupled with the special reach of the CXM brand in the parent-child consumer group and its very successful market scale and brand image, we decided to take this opportunity to introduce this new brand into the ice cream business in 2024. Entering the parent-child ice cream market, the goal is to become the largest parent-child ice cream brand in China. As the first product of CXM ice cream, we hope that consumers can quickly get familiar with and recognize our concept and products by resonating with the parent brand. Therefore, after investigating the innovative design of animal-shaped chocolate bars and the excellent market performance, we decided to start our product design with animal-shaped ice cream as the innovative highlight of the new ice cream. Improve product exposure and purchase chances.

Product Images