Mars Wrigley is launching a new variant of its M&M’S brand: M&M’S Minis;
Rolling out in stores from 15 July, M&M’S Minis are 3.6mm smaller than regular M&M’S. The range extension aims to unlock shopper penetration by recruiting younger consumers into the bitesize sub-category, where Mars Wrigley already leads with a 42% share.
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 (£1.65), 115g Core Pouch (RRP £2.55), 176g More-To-Share Pouch (RRP £3.45), and 800g Party Pack (£9.60).
The UK launch follows the success of M&M’S Minis in the US, where the product leads the category with a 6.4% compound annual growth rate.
The launch of M&M’S Minis will be 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, commented: “With a 12.3% 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. 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.”
