Because the U.S. ranks a low 12th in the world in terms of per capita chocolate consumption, Mars Chocolate North America has planned a full-year calendar of "sharing" occasions to boost sales. In Ireland, Switzerland and the U.K., people are more likely to bring chocolates than beer or wine to social events, the company said. "In the U.S., chocolate is in only 10% of sharing occasions. Under indexing, other countries like the U.K. are at 46%," it added. Mars will first focus sharing candy through sporting events at the start of next year, and will move onto movie-watching in the summer.
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