Industry News

Mars Wrigley is going live Oct. 1 with Treat Town, an app-based platform that will offer virtual trick-or-treating, other Halloween-related activations and more than 25 Mars Wrigley multi-pack varieties for credit redemption at retail. The concept may expand to other parts of the year, as "I would say the broader strategy is using technologies to help us drive another season for the category," said Anton Vincent, president of Mars Wrigley North America.

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