Turin chocolates, a Mars Wrigley chocolate brand, opened its 50th store (Chocoboutique) in the city of Querétaro. The company highlighted the opening as “a milestone in its expansion and consolidation strategy in the Mexican market.”
This new opening reflects the brand’s sustained growth, which has consolidated itself as a fundamental part of Mars’ portfolio. Chocoboutiques were born from a consumer idea, who would go directly to the original Turin chocolates factory in the 1930s to request the sale of bulk products. These stores have become the brand’s most successful direct sales channel. They offer a complete portfolio of exclusive and seasonal products. They also offer the possibility of personalizing gifts and products purchased at the establishment. These stores reflect the brand’s commitment to innovation and closeness to its customers.
The category of chocolates for gifting in Mexico is a market of more than 4 billion pesos. Mars Wrigley has detected that the strongest seasons for purchasing chocolates as gifts are Valentine’s Day. This date has an increase of more than 50% in consumption, in addition to Christmas, Mother’s Day, and Easter.
Roberto Fraga, National Head of Turin’s Own Stores, commented: “The opening of the 50th store in Querétaro not only symbolizes our commitment to growth but also reinforces our presence in strategic regions of the country.”
The Chocoboutiques of Turin
Fraga added that “Chocoboutiques are a clear example of our commitment to continue growing the chocolate category in Mexico, with a model that reinforces that chocolate can accompany us as a craving and also in any celebration as a gift, in other countries it has proven to be a very successful model for the category.”
In this way, Chocoboutiques play a crucial role in the brand’s growth. This sales channel has grown steadily with 22 new openings since 2021, including the Experience Store in Mexico City. During its expansion process, it has achieved a significant increase, reaching key states such as Querétaro, Jalisco, Coahuila, State of Mexico, Puebla, and Nuevo León.
In addition, Chocoboutiques employ around 200 people nationwide, generating additional jobs in each of its locations. The new Chocoboutique, located in Antea Lifestyle Center in Querétaro, joins its openings this year in Mexico City, Puebla, and Monterrey. With a renovated design aligned with its most recent campaign “Love in all its forms,” Turin invites people to celebrate special moments and discover the perfect gift for every occasion.