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Wrigley Co., S.L.U. Via Augusta, 2 Bis 3th - 08006 Barcelona - www.wrigley.es
1. The origins of Mars 2
2. The origins of Wrigley 5
3. Ready for growth. The Wrigley-Mars combination 86
4. The Five Principles of Mars Inc.: Quality, Responsibility, Mutuality, Efficiency and Freedom 9
5. Associates, the key to success 11
6. Wrigley Science Institute 13
7. Wrigley Oral Healthcare Program “WOHP” 17
8. Wrigley in Spain 19
9. Brands for every taste: a great portfolio candy, chewing gum, chocolate and ice cream products 21 9.1 Wrigley brands 22 9.2 Mars brands, distributed by Wrigley 27
10. Wrigley, commitment to the community 33
11. Our brands, also committed 34
12. Milestones in the history of Wrigley in Spain 39
13. Did you know that...? 41
C ntents
1. The origins of Mars
The beginnings of Mars, Incorporated
date back to 1911, the year when Frank
C. Mars started to produce sweets
in his kitchen in Tacoma (Washing-
ton). Ten years later he moved his
business to Minneapolis (Minnesota)
and, in 1923, he launched the MILKY
WAY® chocolate bar onto the market,
helping the firm to go from a profit of
100,000 dollars to almost 800,000
dollars in just one year.
In 1929, due to the firm’s growth, it was
necessary to find a site in the centre
of the country with railway access to
other regions, so Mars, Incorporated
moved its operations to a factory lo-
cated in Chicago, (Illinois), which still
forms part of the Mars network. Mars
introduced the SNICKERS® chocolate
bar one year later.
After arriving in Europe in 1932, Frank
Mars’ son, Forrest, founded Mars Limi-
ted in the United Kingdom. As its first
product, Mars Limited sold the MARS®
chocolate bar, a British version of the
MILKY WAY®. In 1940, Forrest returned
to the United States to found M&M Li-
mited, a year later launching M&M’S®
Chocolate Candies. The product’s suc-
cess was assured after it was used in
the Second World War as part of the
staple rations for the US forces.
At the end of the 1970s and early
1980s, the innovations from Mars fo-
cused primarily on the snacks, food,
pet food, beverage and vending ma-
chine industries. The initial success of
snack vending machines led to the
introduction of innovative, award-win-
ning distribution systems via KLIX®
machines in 1973 and FLAVIA® Beve-
rage Systems in 1981.
Mars began operating in Spain in
1982. Headquartered in McLean, Virgi-
nia, Mars has obtained net sales over
30 billion dollars with its six business
areas: chocolate, petcare, gum and
confections, food, drinks and symbios-
cience in 2010. Mars is present in over
71 countries, has 233 offices and 132
factories around the globe. Mars has
more than 65,000 associates (Mars
term for its employees) operating un-
der the five principles of the company
that makes a difference for people
and planet.
In 2009 Wrigley and Mars merged at
a global level.
2
Business segments worldwide Mars
Chocolate Petcare Food
Symbioscience
Drinks Wrigley
Mars Symbios-cience trabaja en la elaboración de soluciones innovadoras que cambian la forma en que cuidamos de nosotros y del mundo natural, y abarca Mars Vete-rinary (Veterina-ria), Mars Bota-nical (Botánica) y Mars Sustainable Solutions (Solucio-nes sostenibles)
3
2. The origins of Wrigley
William Wrigley Jr. came to Chicago
from Philadelphia in spring 1891. He
was 29 years old and had 32 dollars in
his pocket plus plenty of enthusiasm
and energy, as well as a great talent
for selling. His father was a soap ma-
nufacturer, so William started out se-
lling soap under the Wrigley brand. As
an added incentive for his customers,
he offered them extras such as pow-
dered yeast. When the yeast proved
more popular than the soap, he mo-
ved into the powdered yeast business,
making use of new sales concepts. In
1892, William had the idea of offering
two packs of chewing gum with each
tin of powdered yeast. Once again the
promotional gift seemed more attrac-
tive than the product he was selling,
so he decided to devote himself to the
chewing gum business. At the begin-
ning William Wrigley Jr. dealt with a
large part of sales to retailers himself,
as he had a talent for understanding
his customers’ point of view and adap-
ting to meet their needs.
As the company grew, William displa-
yed an uncommon ability to inspire
enthusiasm among the people who
worked for him. The company set up
its first factory outside the USA – in
Canada – in 1910, followed by plants
in Austria in 1915 and Great Britain in
1927. Wrigley was quoted on the stock
market from 1923 onwards.
Throughout its history Wrigley has
been committed to constant innova-
tion and the highest possible quality
in all its products, which has led it
to achieve wide diversification in its
brands, formats and flavours, which
are enjoyed by consumers the world
over on a daily basis.
At present, Wrigley is acknowledged
leader in the candy industry with a
wide range of products, including
chewing gum and hard and soft
candy, with global sales of over 6
thousand million dollars. The com-
pany operates in more than 40 coun-
tries and distributes its brands in over
180 countries. It currently has more
than 17.000 associates and produc-
tion sites in 14 countries.
Since 2010, Wrigley distributes choco-
late and ice cream Mars in Spain.
5
3. Ready for growth. The Wrigley-Mars combination
A strategic vision:
Every market is unique, so it combi-
nes its global strength with an indi-
vidualised strategic vision for each
specific geographical area in order
to implement effective, competitive
“go-to-market” tactics.
Insight into the needs of its consu-
mers and customers:
Wrigley leads trends, is innovative and
fosters management by categories.
Adaptability:
Wrigley’s ability to adapt helps it to
meet periodic challenges and overco-
me obstacles, whether to improve its
internal working methods or the way
in which it approaches opportunities
in a geographical area or in its compe-
titive action plans.
Flexibility:
Wrigley is agile enough to anticipate
challenges and opportunities in the
sector. It is also patient in its execu-
tion of business strategies to ensure
growth for future generations. And
while it continues to develop as an
organisation and achieve new levels
of performance, neither these inhe-
rent features nor its commitment to
the fundamental Wrigley values that
unite the workforce will change. Doing
things well is part of its culture and
this helps Wrigley to stand out from
the rest of the industry.
Wrigley joined forces with Mars
Incorporated to carry on growing, in-
novating and leading the market by
distributing some of the world’s best-
known sweets and confectionery. With
this alliance Wrigley demonstrated its
firm commitment to positioning itself
as the market leader.
Key features of the company which set
it apart and make it more competitive:
In 2009
66
Wrigley is very well-positioned on all the main confectionery
markets with its competitive, diverse portfolio of brands. In
the last five years (2005-2009), the chewing gum category
has grown every year by an average of 9% in terms of volu-
me and 11% in sales. Out of the 5 top sellers in the categories,
4 carry the Orbit® brand. Also, thanks to the launch of 5®,
Wrigley has managed to establish itself as the brand leader
in the category (source: Nielsen Bimonthly FM 2010). With
its steady growth in sugar-free chewing gum, its growing
scientific know-how and its systematic investment in re-
search and development, Wrigley is ready to benefit from
strong, sustained growth in improved, quality chewing gum
products.
With regard to chocolate products, M&M’s® Peanuts was the
top seller in its category (dragées) in 2008 and 2009, with
a turnover of nearly 3 million euros (source: IRI, TAM 2008,
TAM 2009, Peninsula + Canaries). Moreover, Maltesers® is
by the brand leader by a large margin in the Canary Islands,
with a 35% value share in value terms (source: IRI, Canaries,
aggregate figure for 2010, May).
“
Our company is ranked among the leaders on the confectionery market for several rea-sons. We want our customers to feel part of the team and to expand our business toge-ther with them. We understand their needs and will offer them the best solutions, so becoming their true strategic partner.
In the same way, our daily challenge is to carry on growing and offering our consumers quality products. We work with a clear focus on the benefits our brands can bring to con-sumers; proof of this is the 25 years we have spend advocating oral health through out flagship brands such as Orbit.
And of course, the people who work here at Wrigley are the key to our success. They are our greatest added value! They are a highly committed team and we feel tremendously proud of this”.
“
Juan B. Martín General manager of Wrigley Spain
7
4. The five principles of Mars Inc.: quality, responsibility, mutuality, efficiency and freedom
Quality:The consumer comes first, quality is our mission and value for money our goal. At Wrigley we set out to offer the best
possible value in everything we do. Quality is the cornerstone of our actions and springs from our passion and pride in
forming part of this community. High-quality work, the result of our personal efforts, is the first ingredient of our brands
and the source of our reputation as suppliers of high-quality products.
Responsibility:As individuals, we demand total responsibility from ourselves; as partners, we support the responsibilities of others.
We have decided to be different from companies in which the complex management hierarchy means that individual
responsibility is diluted. We ask all our partners to take responsibility for results, to act on their own initiative and judge-
ment when they take decisions. We hire people with the right ethical principles for each job, we place our trust in them
and we ask them to be responsible for keeping their own standards up to the highest level.
Mutuality:A mutual benefit is a shared benefit and a shared benefit is a lasting one. We believe that the criterion by which our
business relationships should be assessed is based on assuring mutual benefits. These benefits may be of different
kinds; they do not have to be solely financial. Moreover, while we try to be as competitive as possible, Wrigley’s actions
never harm those we work with either financially or in any other way.
Efficiency:We take maximum advantage of our resources. We waste nothing and we only do what we know best. How can we
adhere to our principles, offer the best value for money and share our success? Our strength lies in our efficiency, in our
ability to organise all our assets (physical, financial and human) to achieve the highest productivity. This means that the
goods and services we produce and distribute are of maximum quality, at the lowest possible price and with minimum
consumption of resources. Moreover, we try to manage all our business operations by means of the most efficient
decision-making processes.
Freedom:To determine our future we need freedom and to keep our freedom we need profits. Wrigley started out as a family
firm and it believes in ethical ways of assuring growth and prosperity. This means that we all feel free within the com-
pany, keen to take our own decisions.
All Mars Inc. companies, Wrigley among them, share the following corporate principles:
9
5. Associates, the key to success
globally sustain the ideals of
their founder by cultivating lasting rela-
tionships with one another, with their
partners and with consumers throug-
hout the world. Wrigley’s success
springs from the people involved in its
business on a day-to-day basis, com-
mitted to quality, working as a team
in all areas and at all levels. This is why
Wrigley talks about associates rather
than employees: each of them matters
to the company as an individual. And
this special, individual treatment gene-
rates high levels of satisfaction among
all of them. The company attaches
particular value to its associates’ work
because the job done by each of them
assures that the Wrigley philosophy of
one team, one focus is sustained. This
means that everybody works to the
same end, with the same guidelines
and for the same cause. As a company
committed to its associates, Wrigley
goes on working day after day to impro-
ve working conditions in different areas
such as personal career development
and training or the work-family balance.
In this respect Wrigley has reached an
agreement in Spain with Alares to pro-
vide family sup-port services for all its
associates in the offices and the sales
network, as well as members of their
immediate family, in order to foster a ba-
lance between family and working life.
It is for all these reasons that Wrigley
Spain was awarded the title of Best
Place to Work 2010. This is a great
achievement and an enormous sour-
ce of pride to the company. Especia-
lly because its associates themselves
who give the positive assessment, to
the point of feeling as if the business
were their own, all of them forming
part of the same team –and they
demonstrate this on a daily basis.
Wrigley associates
11
6. Wrigley Science Institute
Wrigley set up the Wrigley
Science Institute (WSI), the first or-
ganisation of its kind to focus on
advanced research into the benefits
of chewing gum. It is directed by Gil-
berto A. Leveille, one of the most emi-
nent nutrition experts in the world.
Leveille leads a consultative panel
of scientists from all over the world,
including researchers from the USA,
the United Kingdom and China.
The Wrigley Science Institute backs
various ground-breaking research
projects. This new research includes
studies in the USA, United Kingdom
and elsewhere, most of them con-
centrating on oral care and how
Orbit® sugar-free chewing gum can
help in this area. Each research pro-
ject uses the latest methodology in
its respective field.
The benefits of sugar-free chewing gum
Human beings chew gum for many reasons, among them to have fresh breath and for its advantage in dental hygiene.
Chewing gum helps to slow down the attack of acids and to balance the PH in dental plaque. Wrigley has for some time
concentrated on researching the benefits of Orbit® sugar-free chewing gum. Numerous scientific studies have examined the
role played by sugar-free chewing gum in assuring healthy teeth. These studies have the backing of experts and statements
by authoritative bodies showing that chewing sugar-free gum is beneficial to oral and dental health.
Wrigley is entirely focused on oral and dental health: After meals you do not always have a toothbrush to hand, so chewing sugar-free gum:
• It causes up to ten times more saliva to be produced, increasing the PH of the plaque in the mouth and helping to
neutralise attacks by acids.
• It stimulates the production of saliva, helping to remineralise tooth enamel and increase its hardness.
• Chewing sugar-free gum also helps to moisturise the mouth and freshen the breath.
In 2005
13
The benefits of sugar-free chewing gum, and in particular of Wrigley Orbit® gum,
are recognised by the World Dental Federation (FDI) and the Catalan Association
of Dental Hygienists and Assistants (AHIADEC). Orbit® sugar-free chewing gum
helps to protect the teeth because it restores maximum PH levels in dental plaque.
Recent studies of oral and dental health show the importance of having a healthy
mouth can go beyond reducing caries and can play a key role in health in gene-
ral. Science shows that inflammation in the body can be a factor associated with
illnesses such as diabetes or heart disease. Such inflammation may be related to
bacteria to be found in the mouth. The purpose of the research carried out by
Wrigley is to explore and analyse the part chewing gum can play in reducing the
inflammation caused by bacteria in the mouth and how this can make a contribu-
tion to human beings’ health in general.
Chewing sugar-free gum is beneficial to oral health because it helps to:
• Neutralise the acids which cause plaque.
• Balance PH in plaque in the mouth.
• Strengthen the teeth.
• Re-mineralise tooth enamel.
• Reduce the sensation of dryness in the mouth.
14
7. Wrigley Oral Healthcare Program “WOHP”
has been working together
with the dental profession for over
25 years, pioneering independent
research into the oral care benefits
of sugar-free chewing gum. The Wri-
gley Oral Healthcare Program was
set up with the aim of supporting the
dental profession in promoting bet-
ter oral care among patients, among
other things by promoting some of
the most important benefits for oral
care including: the stimulation of sa-
liva formation, the neutralisation of
plaque acids and the toughening of
tooth enamel, as an appropriate tool
for oral and dental health. Wrigley
is a corporate partner of the World
Dental Federation (FDI) and the
IADR (International and American
Association for Dental Research).
As part of its mission to support the
dental profession in its day-to-day
work with patients, the programme
runs different activities, including
providing educational material, con-
ducting studies, taking part in con-
ferences, distributing samples and
so on.
Wrigley currently has oral and den-
tal health programmes under way in
47 countries around the world. For
further information, go to:
www.betteroralhealth.info
Wrigley
17
8. Wrigley in Spain
www.wrigley.es
Co., S.A. was set up in 1982.
This new company imported the
Wrigley chewing gum brands into
France and marketed them in the
Canary Islands and the Iberian Pe-
ninsula.
In 1999 the company took a deci-
sion to operate directly in Spain. The
premises in Tenerife were expanded
and a small office opened in Jávea
(Alicante). Wrigley’s share of the su-
gar-free chewing gum market grew
considerably and by 2003 it was the
leader. In 2004 Wrigley Co., S.A. took
over Joyco and its Solano® and Bo-
omer® brands.
In 2005, Wrigley added the Sugus®
brand to its product portfolio. Wri-
gley today has over 320 associates
and its headquarters are in Bar-
celona. Also, thanks to its alliance
with Mars Incorporated, whereby
Wrigley distributes the latter’s pro-
ducts in Spain, Wrigley has effec-
tively built up its portfolio in the
country, adding some of the top
brands in the world to it.
Wrigley
19
9. Brands for every taste
Table of brands by category
its history Wrigley has been committed to constant innovation and
top quality in all its products, enabling it to achieve extensive diversifica-
tion in terms of brands, formats and flavours worldwide.
Throughout
Orbit®
5®
Boomer®
Solano®
Sugus®
Skittles®
M&M’s®
Twix®
Maltesers®
Snickers®
Mars®
Bounty®
M&M’s®
Twix®
Maltesers®
Snickers®
Mars®
Bounty®
Dove®
Starbust®
Milky Way®
CheWIng gUM
CAndIeS ChoCoLAte ProdUCtS
ICe CreAM ProdUCtS
21
Wrigley Brands
ORBIT®, Cuida tu Sonrisa
The Orbit® brand is constantly developing new ideas in the su-gar-free chewing gum segment, combining dental care with the growing search for new sensations by confectionery consumers.
is committed to strengthening
Orbit®’s leading position by creating
ground-breaking packaging and pro-
duct solutions to meet the growing
interest among consumers in health
benefits, pleasure and convenience. In
this respect, Orbit®’s new image rein-
forces the successful Orbit® formula
in graphical terms through exclusive
new visual icons for all varieties, ma-
king the pack much more attractive.
One of the innovations of 2010 with
the Orbit® brand was to relaunch the
basic tabs range with a longer-lasting
flavour. In addition, Orbit® has laun-
ched a new range of White chewing
gums, scientifically tested, with special
ingredients to help remove stains
from teeth.
In 2010 Orbit® celebrates 25 years on
the market brightening its consu-
mers’ smiles.
All the product websites should
appear in a small size (without ma-
king them stand out too much) and
very softly.
Wrigley
www.chiclesorbit.es
22
Wrigley Brands
5®, Nada será igual después de 5
5® chewing gum is an extraordinary sensory experience. In stimulating fla-vours, 5® comes in unique, meticulously-designed packaging, with a spe-cial closure and wrappers in eye-catching colours. Each pack of 5® inclu-des 12 pieces of chewing gum to provide extreme taste sensations. They come in five varieties:
BOOMER®
The Boomer® brand continues to surprise with new products like Maxiroll, 180 centimetres of tasty chewing gum, unique in the children’s chewing gum category.
Cobalt …a refreshing mint Electro …vibrant spearmint Pulse …a tropical spark Turbulence …juicy watermelon Instinct …warm and cool mint
www.fivexperience.com
www.boomer.es
5® chewing gums are extremely long-lasting and contain no sugar. All the
5® sensations were designed to feel authentic, alive and packed with refreshing
energy.
Moreover,
is committed to offering top quality
in its products, particularly those aimed
at the children’s market, and this is why
it has reformulated the Boomer® range to
use natural colourings.
The well-known Boomer® character con-
tinues to give the brand a high profile,
reminding younger consumers of the Bo-
omer® range packed with surprising, fun
flavours.
Wrigley
23
Wrigley Brands
SOLANO®, un auténtico placer
The pioneering brand in the field of sugar-free hard candy*.
Solano® launched the first
sugar-free hard candy, with all the
traditional flavour but low in calo-
ries, allowing consumers to enjoy
real pleasure without limits.
Today Solano® is the sweet brand
with the largest market share (34%),
which means that 13.8 million Spa-
niards say they consume Solano® .
(Source Ipsos, Omnibus May 2010).
It combines the tradition of 180
years of history with a modern spi-
rit which has enabled it to reinvent
itself and adapt to modern times.
The traditional suger-free Solano®
taste was recognised as flavour of
the year in 2009 and 2010 among
Spanish consumers.
www.solano.es
SKITTLES®, los colores del arcoiris
Skittles® are bite-sized chewy candies with a colourful candy shell. Skittles® have been a hit for decades.
Skittles were made in 1973 by a British
firm. In 1982, Skittles began to be ma-
nufactured in the United States. The
first Skittles to be sold in the European
Union were marketed in the Czech Re-
public. Production then began in Victo-
ria, Australia, for distribution on the Aus-
tralian And New Zealand markets.
Skittles are made in a wide range of fla-
vours and colours.
*2000 AC Nielsen
In the year 2000,
The first
24
Wrigley Brands
enjoys high levels of recognition
and consumption, as well as having
very special emotional links to consu-
mers, taking them back spontaneously
to happy days of childhood, fun and
the famous jingle, recognised by most
adults, “caramelos Sugus®, caramelos
Sugus®…”.
The name of the product originally
comes from Scandinavian languages:
suge means something like “suck”. The
brand first came to Spain in 1961 and
Wrigley began to market it in 2005.
Sugus®
SUGUS®, ¿desde cuándo te gustan?
The traditional brand of soft sweets which for many of us was our first contact with the world of candies, it has nearly 50 years of history in Spain.
www.sugus.es
25
It is well known that according to some theories the origin of co-coa comes from the ancient Maya civilisations of Mexico. Even then mystical and therapeutic properties were attributed to it. Today cocoa science has made enormous advances and over 100 medicinal uses are attributed to it...
has enormous nutritional value in
terms of minerals, proteins, polyphenols
–anti-oxidant properties– and fats (the
fats in chocolate are derived from cocoa
butter itself).
As a complement to a balanced diet it
favours well-being. As it is rich in flavo-
noids (anti-oxidant molecules present in
cocoa), they reduce inflammation of the
blood vessels and improve circulation.
They have fortifying proper-
ties and enhance kidney
and gastro-intestinal
functions.
Chocolate also produces sensory
pleasure as its taste, aroma and texture
generate highly pleasant feelings. It helps
to improve mood and reduce tension.
It helps at times of emotional stress and
boosts the release of endorphins, the
molecules responsible for pleasure
and happiness.
Mars Inc. is a pioneer in research into co-
coa and flavonols. Mars scientists have
patented a process (Cocoapro®)to redu-
ce the exposure of cocoa beans to high
temperatures, so ensuring that the flavo-
nols they contain are preserved.
Wrigley offers its chocolate dragées, bars
and ice cream products as part of a ba-
lanced diet and a healthy lifestyle.
In line with current social trends in the
area of food, our chocolate brands have
reduced their trans fats and cooperate
with the government’s NAOS
strategy “Eat healthily and get
moving!”
The Wrigley marketing code
was drawn up in accordance with our
values and principles and this is why it
advocates responsible marketing cam-
paigns aimed solely at the over-12’s and
always promoting balanced eating and
sporting activities.
Chocolate
The benefits of chocolate:
26
Mars Inc. brands distributed in Spain by Wrigley
M&M’s®, “making friends con M&M’s
The world’s favourite fun chocolate snack brand since 1941! M&M’s are chocolate (and peanut) balls covered in coloured sugar, recog-nised throughout the world by the “M” that makes all the difference.
was already one of the best-
known brands in the 1950’s, thanks
largely to television. Today its icon
is easily recognised by many in-
dividuals and is extremely widely-
known.
One of the moments which marked
the history of this little chocolate
candy was in the 1990’s, when the
firm, intending to launch a new co-
lour, invited its fans to decide what
colour they would most like. They
had to choose between pink, blue
or purple. Blue was the clear winner
with 54% of over 10 million votes. So
thanks to the votes of many M&M’s
lovers today we can enjoy them in
blue.
Over the years the M&M’s characters
have enabled the brand to become
more charismatic. Yellow & Red are
stars wherever they go.
There is also a female member of
the group, Green, who made her
mark in her launch campaign with
the catchphrase “I melt for no one”
which features a play on words, refe-
rring to her two male colleagues and
to the product itself.
M&M’s
www.m-ms.es
27
TWIX®, dale al pause para verlo diferente
Launched in 1967, Twix did not make it to Spain until the 1980’s. It is one of the most popular brands among chocolate bar consumers*
Mars Inc. brands distributed in Spain by Wrigley
Twix is made up of two crunchy cho-
colate and caramel-coated cookie
bars with no colourings, preservati-
ves or artificial flavourings. It is the
ideal snack to enhance any break
time during the day.*Quantitative Survey SAMM 2009
MALTESERS®, la forma más ligera de disfrutar el chocolate
The lighter way to enjoy chocolate! Bubbles of malted milk, cove-red in milk chocolate. They melt smoothly in your mouth to provi-de light but intense enjoyment.
were launched in 1936 and reached
Spain in the 1990’s, though they have
been known in the Canary Islands
since the 1940.
No artificial colourings or flavourings.
They
MARS®
A chocolate bar with malted milk and caramel which is a huge hit all over the world. Of British origin, today it is sold throughout the world.
28
SNICKERS®
The number one-selling chocolate bar in the world. – free from artificial colourings, preservatives or flavourings. Filled with peanuts and caramel and coated in smooth chocolate. After its launch in 1930, the Snickers® bar quickly became one of the planet’s favourite sweets. It still is today, more than 75 years later!
ICE CREAM PRODUCTS:
Mars Inc. offers a delicious selection of ice cream products to carry on enjoying exquisite chocolate moments when the heat moves in. Mars ice cream products are ideal to enjoy alone or in company, especially in your spare time.
MALTESERS®
Malted milk ice cream with crispy Maltesers miniballs. Stick format.
MILKY WAY®
Milk and chocolate ice cream with a star. Contains real milk. No artificial colors or artificial fla-vors. 100% natural ingredients.
M&M’s®
Ice cream in 500ml tub and cone format with de-licious M&M’s.
BOUNTY®, un placer exótico
An exotic-tasting bar made up of delicious milk chocola-te and refreshing coconut.
TWIX®
Vanilla ice cream bar with crispy biscuit and smoo-th caramel.
29
BOUNTY®
Coconut ice cream bar coated in delicious chocolate sold in two bar portions.
DOVE®
Creamy vanilla ice cream cove-red in smooth chocolate. In bar, stick and cone format.
SNICKERS®
Ice cream with peanuts, smooth chocolate and caramel. Available in bar, cone, stick and 500ml tub formats.
STARBUST®
Smooth vanilla ice cream with swirls of exotic fruit and cove-red in tropical fruit sorbet. Also available in forest fruit and straw-berry flavours.
MARS®
Mars cream and smooth caramel. Available in bar, 500ml tub and stick formats.
Mars Inc. brands distributed in Spain by Wrigley
30
10. Wrigley, commitment to the community
is a responsible company,
committed to concerns of a social
nature.
Cooperating with charity organi-
sations is very important to Wri-
gley and its brands, as they help
to further our efforts to create a
sustainable, positive impact on
our communities throughout the
world. Through the Wm. Wrigley
foundation the company reinforces
its ongoing commitment to social
responsibility. It is also a way of sa-
ying thank you to its customers and
communities for their support for
the company and its brands.
The Wm. Wrigley foundation works
to implement company program-
mes with a tangible impact on the
global community. Thus, it coopera-
tes closely with 2 charity organisa-
tions: the International Youth Foun-
dation –devoted to preparing young
people to become committed,
healthy and productive citizens–
and Conservation International,
which implements innovation in a
wide range of fields in conserving
the environment.
In Spain, Wrigley has cooperated
with the International Youth Foun-
dation through the Esplai foun-
dation. Wrigley has participated in
the “Conecta joven” programme,
an educational and social progra-
mme whereby young people aged
between 16 and 18 teach basic com-
puter skills to adults who have not
had the chance to learn to use a
computer. With Wrigley’s help, the
Esplai foundation has managed to
help over 1,800 young people at risk
of social exclusion. In total we have
made it possible to finance 9 centres
in Catalonia and 3 in Aragon.
Wrigley
33
The company brands are aware of their contribution to the world. Some of them have organised highly successful corpo-rate social responsibility measures while others work on a daily basis to improve their packaging in line with responsible con-sumption. Examples include:
11. Our brands commitment
is working on several projects to
reduce and standardise packaging at
European level in order to reduce its
environmental impact. Specifically, in
Spain, it has reduced the amount of
cardboard Box display materials and
done away with unnecessary packa-
ging components in the sheet format.
Many other projects to care for the en-
vironment are currently under develo-
pment so that they can be implemen-
ted in the near future.
Orbit
an alliance with a merchandi-
sing company, much of our packaging
is recycled to make all kinds of bran-
ded accessories which will certainly be
favourites with the more fashionable
among our consumers!
All our brands aim for a 15% reduction
in the material used for packaging by
2015, as well as ensuring that all mate-
rials used in packaging are recyclable
by then.
Our chocolate brands are also involved
in a programme aiming at sustainabi-
lity in three respects: environmental,
social and economic. This programme
helps to boost agricultural productivi-
ty for cocoa without harming the en-
vironment and leading to economic
improvements for producers, who in
this way improve their quality of life
and can assure access to education for
their children.
Another of our aims is to work to rai-
se public awareness regarding how to
dispose of some of our products, for
example the wrapping, or the product
itself in the case of chewing gum.
Through
M&M’s®
ORBIT®
34
the fourth Min Gala under
the slogan “If you eat a Sugus® and wear
a Min.... you care about the world!” The
money collected all went to the Theo-
dora foundation, the aim of which is to
make children’s stay in hospital more
pleasant. Wrigley did not wish to miss
the opportunity to make its small con-
tribution when the foundation started
working in Barcelona’s Vall d’Hebron
hospital. Another of the special projects
run by Sugus® and Min enabled Wrigley
to support Orphanage Africa and the
Theodora foundation.
Also in 2009, under the slogan Since
when did you like them?
Sugus® called in its fans
to help build the biggest
Sugus® mosaic in the world,
made using over 150.000
sugus and covering an area
of 79m2. For this event, the
brand had the cooperation
of Madrid city council and
the Volunteers for Madrid
foundation.
The event was a huge success,
with over 1,200 children taking
part over three days. School-
children, disabled children,
children at risk of social ex-
clusion, immigrant groups
and families in general all
took part in building the
charity mosaic. Thanks
to all of them, Sugus® made
it into the Guinness World Records™
in 2010.
Once the mosaic was complete, the 90
panels which made it up were put on
sale. The money collected was given
to the Sandra Ibarra foundation for re-
search into child cancer.
Sugus® also helped by donating pro-
duct to the events organised worldwide
by the Soñar Despierto (‘Day Drea-
ming’) foundation to help the most
disadvantaged children.
It sponsored
SUGUS®
35
The Wrigley and Mars brands constantly search for new forms of cooperation to strengthen their social commitment.
created a symbol as an icon for a
break and placed it over the letter “i” for the
charity campaign “A click against hunger”. This
campaign was run in cooperation with Action
against Hunger and M-80 in 2009. The goal
of the project was to curb malnutrition in Mali
(Africa) using the internet.
Twix® made a donation of 20 cents every
time internet users accessed the website www.
unclickcontraelhambre.com and clicked on
the “break” symbol. The money collected
went for the building of two acute nutri-
tional rehabilitation centres and 47 mobile
nutrition units.
“
The brand
TWIX®
www.unclickcontraelhambre.com
36
Wrigley Co., SA established in Canary Islands. The company imported gum brands of Wrigley France.
1982
Wrigley acquired Joyco Group brands including Boomer and Solano.
2004
2008
2010
Wrigley was acquired by Mars, Inc. and became part of its business segments.
Wrigley included in its portfolio the distribution: M & M’s, Twix, Maltesers, Snickers, Mars, Bounty, Dove, Starburst and Milky Way brands.
Wrigley acquired Sugus.2005
2008
2009
Wrigley reached 5,000 million USD around the world and celebrated the figures reached.
Wrigley launched 5.
1999Wrigley decided to operate directly in Spain extending
Tenerife’s offices and a new office in Jávea (Alicante).
Wrigley renews its corporate identity.2011
12. Milestones in the history of Wrigley in Spain
39
13. Did you know that...?
If you swallow chewing gum you do NOT take years to digest it; it actually
passes through the digestive system in just a few days as most of its basic components
dissolve in the mouth and the rest are expelled in the same way as fibre.
Chewing gum does NOT make you hungry; it has been shown to reduce snac-
king between meals.
Chewing gum is NOT bad for your teeth; sugar-free gum after meals helps to neu-
tralise the plaque acids which damage teeth and to strengthen them by reducing decay.
Solano® was born in 1830 when Celestino Solano began to make life sweeter for his
neighbours in Logroño (Spain) with marshmallow pastilles, which have balsamic proper-
ties and are good for coughs. His wife suggested he add milk to the pastilles and with the
addition of a few drops of coffee the first Solano® white coffee flavour sweet was born.
It was in 1850 that the candies began to be sold outside Logroño under the name of
“authentic Logroño coffee and milk pastilles”. Towards the end of the century the name
was changed to Viuda de Solano (Widow Solano).
The idea for M&M’s® originated in Spain, during a visit to the country by
Forrest Mars in 1936, during the Civil War. He noticed that some Spanish soldiers were
covering their chocolate in a hard layer of sugar to stop it melting. After this he came up
with M&M’s®, which melt in your mouth and not in your hand. It is strange that something
as tragic as a war gave rise to these delicious pearls of chocolate which so brighten up
the lives of their fans all over the world!
Each M&M’s® takes between 8 and 12 hours to make, but despite this over
400 million M&M’s® are made every day in the United States. It’s certainly worth it to
make our consumers happy!
10 billion Maltesers® are eaten every year, enough to stretch around the world 4 times.
Mars® ice cream products are made with real fresh milk, cream and butter. Few
brands use top-quality natural products among their ingredients.
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