MARS CHOCOLATE UK LAUNCHES NEW LIMITED EDITION M&Ms® VARIANT
M&Ms® Peanut & Hazelnut will be available in-store from July
Today, Mars Chocolate UK has announced the launch of M&Ms® Peanut & Hazelnut, a brand new limited edition variant that combines the most popular M&Ms® variant with one of the most popular flavours in the UK.
Hazelnut is the third biggest flavour profile in the everyday chocolate category, and has delivered the most absolute growth of any flavour in the category since 2014. Despite this, Hazelnut currently has a lower share in Bitesize compared to Block – an opportunity M&Ms® Peanut & Hazelnut is tapping into to deliver even more growth to the category.
Bep Dhaliwal, Trade Communications Manager, Mars Chocolate UK, says:
“We know retailers and consumers love seeing new variants of their favourite brands which is why we are continuously looking to identify new flavours that complement our M&Ms® chocolate perfectly. This new M&M’s variant is a mix of whole peanuts and whole hazelnuts, all coated in delicious M&M’s chocolate.
“Over the past year, we’ve seen M&Ms® variants deliver incremental growth to the confectionery category and by tapping into the hazelnut trend we’re confident M&Ms® Peanut& Hazelnut can do the same and boost sales for retailers.”
Harris Aslam, Director – Eros Retail, said:
“Regardless of category, limited edition products are always a great opportunity to boost sales because of the excitement they breed in consumers. This is even more the case with iconic brands like M&Ms® so we’ll ensure the new Peanut & Hazelnut variant is fully stocked and sited next to other bitesize brands.”
The M&Ms® brand has an all-year round media campaign which will last 26 weeks and have an £8.4m media investment.
Alongside this there will be impactful POS solutions that can be used at targeted locations instore to make sure shoppers don’t miss the opportunity to buy.
M&Ms® Peanuts & Hazelnut will be in-store from July and are available in 90g Treatbag (RRP £1.19), 128g Pouch (RRP £2.09) and 220g More to Share (RRP £3.29). The 90g Treatbag is also available in £1 PMP.
Nielsen Scantrack MAT 27th Feb ’16
Homescan MAT 5th March 2016 vs Block IRI 52 w/e 30th November 2013