Mars Wrigley has announced the launch of the “most playful variant” of its M&M’s brand yet: M&M’s Minis – a little treat that’s mighty fun.
Hitting shelves on 15 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. Mars Wrigley said 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 [Nielsen Scantrack, 25.05.2024 YTD].
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.
The UK launch follows the success of M&M’s Minis in the US, where the product leads the category with an unprecedented 6.4 percent compound annual growth rate.
The launch is supported by an extensive marketing campaign, which 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.
“With a 12.3 per cent CSV growth MAT, M&M’s are in growth and the #2 bitesize brand in the UK. 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,” Sophia Padt, M&M’s senior brand manager, commented.
“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.
RRP: £1.65 Price Marked Pack, £2.55 Core Pouch, £3.45 More-To-Share Pouch and £9.60 Party Pack.
