M&Ms join the caramel market

Limited edition packs are launched

Mars Wrigley reckons caramel will be a big hit

CONFECTIONARY brand Mars Wrigley is capitalising on consumer demand for caramel with its latest limited-edition launch, M&M’s Crunchy Caramel.

Highlighting Nielsen figures that place caramel as the top flavour within the chocolate category, Mars Wrigley said it expects the limited edition packs will “fly off shelves”

Hanging bags are available in a PMP

M&M’s Crunchy Caramel is available in three different pack sizes: pouch, treat bag and singles at RRPs of £2.09, £1.19 and 66p respectively as well as in PMP.

Support for the limited edition launch includes a digital media campaign and an ‘influencer push’ across social media platforms Instagram and Facebook, which Mars Wrigley expects will reach over five million people across the UK.

Greg Kent, M&M’s brand manager, Mars Wrigley confectionery, said: “We are very excited to be launching the new M&M’s Crunchy Caramel.

“We are always looking for new and exciting variants to add to the M&M’s portfolio and, with consumers loving crunchy textures and the caramel taste, it felt like a perfect fit for the brand.”

Lauren George, brand and trade PR manager, Mars Wrigley Confectionery UK said: “With the bitesize category continuing to grow year-on-year, this exciting new offering provides retailers with a great opportunity to tap into this trend, boosting those all-important impulse purchases.”

The new range follows the launch of M&M’s Mix in 2016, which was made up of M&M’s Chocolate, Crispy and Peanut.