Mars Wrigley is Iaunching the most playful variant of its M&M’S brand yet: M&M’S® Minis (RRP £2.55 Core Pouch) – a little treat that’s mighty fun.

Bursting into stores on 15th July, M&M’S® Minis measure a whole 3.6mm smaller than regular M&M’S® tapping into the trend for finding joy in small things. The range extension is set to unlock shopper penetration by recruiting younger consumers into the bitesize sub-category, where Mars Wrigley already leads with a 42 percent market share[1].

Appealing to the screentime consumption occasion while opening up new opportunities in baking and decoration, M&M’S® Minis are available in multiple pack formats: 70g Price Marked Pack, 115g Core Pouch, 176g More-To-Share Pouch and 800g Party Pack. This innovation fills the gap for a permissible treat that is fun to eat and capitalises on the Gen Z target market’s love of new and exciting tastes, offering a moment of escape.

The UK launch follows the success of M&M’S® Minis in the USA, where the product leads the category with an unprecedented +6.4 percent compound annual growth rate (CAGR)[2].

To build excitement ahead of the rollout across retailers and to mark the significance of the NPD, M&M’S® Minis is supported by an extensive marketing campaign. This includes the first-ever M&M’S London store takeover and, as a play on the mini nature of the product, shrinking platform native ads. 

Sophia Padt, M&M’s Senior Brand Manager, comments: “With a +12.3% CSV growth MAT, M&M’S® are in growth and the #2 bitesize brand in the UK.[3] The launch of M&M’S® Minis will build on this, providing a permanent addition to the range that is differentiated from the wider portfolio to drive engagement and trial. There is a huge appetite for M&M’S® Minis. This is a little product that will bring big excitement to the category – the best things really do come in small packages.”

M&M’S® Minis is a permanent addition to the core M&M’S range, joining Peanut, Chocolate, Crispy and Salted Caramel variants. Available from retailers nationwide from 15th July, RRP: £1.65 Price Marked Pack, £2.55 Core Pouch, £3.45 More-To-Share Pouch and £9.60 Party Pack.

[1] Source: Nielsen scantrack data 25.05.2024 YTD

[2] Source: NS $ 20218-2019, L52W W/E 7.11.20

[3] Source: Nielsen Scantrack data 25.05.2024 YTD

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