Mars Chocolate UK has announced the return of its Sweet Sundays promotion for the sixth year running. The popular initiative offers consumers free cinema tickets through the chocolate brands they share with a movie, and is the manufacturer’s biggest bitesize activation in 2017.

Led by Maltesers, the promotion features Mars Chocolate’s family of best-selling bitesize products including M&M’s, Galaxy and Milky Way.

New for 2017, the promotion will also include Bars to Bites pouches, M&M’s Crispy and Chocolate More To Share pouches, and the Galaxy and Maltesers Large and More To Share blocks.

Bep Dhaliwal, Trade Communications Manager at Mars Chocolate UK said: “Bitesize is the fastest growing Chocolate segment and Sweet Sundays is a proven category growth opportunity, offering high value to shoppers by overcoming barriers to their favourite out of home activity.

“Going to the cinema remains the UK’s number one activity to do outside of the home, with the highest admissions at the weekend, and our Sweet Sundays promotion provides consumers with even more opportunities to get free cinema tickets, as well as unlocking cross-segment opportunities for retailers to boost sales.”

Sweet Sundays is set to benefit hugely from media investment across major participating brands including Maltesers and M&M’s ensuring they are front of mind for consumers when they are in-store. Building on this, retailers will also have eye-catching new POS materials to support their in-store activation and help boost sales.