Mars counts its eggs before they hatch for Easter
CONFECTIONERY giant Mars Wrigley has unveiled its line-up for the Easter 2027 season, bringing new formats to some of its best-loved brands.
New launches for the Easter season include the M&M’s Crispy Mini Bunnies in a new sharing pack format to tap into this key occasion during the season. This will bring the M&M’s Crispy Bunnies to a new sharing bag format complete with bite-sized treats inside making it an ideal option for portion controlled treats during Easter or for families with young kids.
When it comes to the all-important staple of the season in the Easter Eggs, Mars has introduced two new additions to the line-up from the Maltesers brand with Maltesers White XL Egg and the Maltesers Popcorn Flavour Giant Egg.
The new Maltesers White egg aims to tap into the market-wide success of the Maltesers White variant, says Mars Wrigley, and bring this success into the Easter season. Each pack features an extra-large white chocolate shell egg along with two packs of Maltesers White.
Meanwhile, the Maltesers Popcorn Flavour Giant Egg brings the Maltesers Bunny Popcorn flavour to into the Giant Egg format for the first time and offers consumers a special gift for loved ones during the season to help build up overall basket spend.
To help support these new launches, Mars Wrigley has rolled out its ‘Share Little Acts of Lightness’ platform into the Easter range along with its ‘Win Spring Surprises’ activation. Both sets of marketing will have a presence across PoS to allow retailers to capitalise on the Easter period.
Steve Waters, senior brand manager for Easter at Mars Wrigley, said: “Our Easter 2026 launches showed how quickly shoppers take to new formats from brands they already love, with Galaxy Minstrels Mini Eggs and Maltesers Mini Eggs ranking as the top two new launches in small sharing bags last season.
“For Easter 2027, we’re building on that momentum with a line-up that brings the flavours shoppers are asking for into the formats that matter most to retailers.
“Small sharing bags are the biggest Easter treat format, worth 36% of treat sales, and large and extra-large eggs together account for more than half of traditional egg sales. Our new launches strengthen our range in both, giving shoppers even more choice across the key Easter rituals of sharing, gifting and treating.”
