M&Ms goes big on fun in new Minis launch

M&Ms Minis to inject more playfulness to category

A packet of M&Ms Minis Party Size sits on a cinema seat with a popcorn box, juice cups, cinema tickets and 3D glasses around it.
Mars Wrigley is set to roll out its new M&M’s Minis range in the UK this July, following successful launch for the product in the States.

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.

Pack shots of M&Ms Minis showing the range of formats available for the new product range.
M&M’s Minis will come in a range of pack formats to fit a range of consumer demands.

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.”