Mars Chocolate UK is launching a new limited edition sharing pack - M&Ms Mix - exclusively in independent retailers and Asda stores.

The new offering sees chocolate, crispy and peanut variants combined into one sharing pack. The 80g treat bag has an RRP of £1.19, but £1 pricemarked packs are also available.

The addition comes hot on the heels of last year’s limited edition Ms. Brown packs and highlights M&M’s drive to bring new innovations to the bitesize category – the fastest growing segment in chocolate (Nielsen).

The new variant has already proved a hit in other parts of the world, generating sales in Australia which account for 7.6% of the brand’s total value.

Mars Chocolate trade communications manager Bep Dhaliwal said: “Packed with crispy, chocolate and peanut M&M’s, new M&Ms Mix brings together all the favourites in one tasty bag, making it the perfect treat for sharing with friends and family on a Big Night In.

“As the Big Night In trend continues to grow, we’re seeing more and more consumers reach for bitesize products and this exciting new offering provides retailers with a great opportunity to tap into this trend even further, boosting those all important impulse purchases.”

While a fun, colourful packaging design ensures packs stand out on shelves, a range of impactful POS and display solutions will further help convenience retailers bring the launch of M&M’s Mix to life in store.

This year, Mars Chocolate UK is set to support the M&M’s brand with media investment of £8.5m, which will see M&M’s have a strong above the line presence, appearing on UK TV screens for 26 weeks throughout 2016.