M&Ms Minis to inject more playfulness to category
MAJOR consumers goods company Mars Wrigley is set to bring its most playful variant of the M&M’s brand to consumers yet with the new M&M’s Minis range.
Bursting into store from 15 July, the new M&M’s Minis tap into the demand for more bitesize treats for consumers to dive into as well as open up the brand to further categories including home-baking and decorations.
Measuring a whole 3.6mm smaller than regular M&M’s, the new range comes in a host of pack formats including 70g price marked pack, 115g core pouch, 176g More-To-Share pouch and an 800g Party Pack.
Recommended retail prices for the range are as follows: £1.35 price-marked pack, £2.55 core pouch, £3.45 More-To-Share pouch and £9.60 for the Party Pouch.
The incoming UK launch follows on from the successful roll out of M&M’s Minis to the US market where it led the category with an increase of 6.4% in compound annual growth rate, according to Nielsen Scantrack data.
To help further build excitement for the launch, M&M’s Minis will be supported by an extensive marketing campaign during its launch including the first-ever M&M’s London store takeover as well as platform native ads, which have been shrunk in size to reflect the launch.
Sophia Padt, M&M’s senior brand manager at Mars Wrigley, said: “With a +12.3% CSV growth MAT, M&M’s are in growth and the No.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.”
