M&M’s Crunchy Caramel is the latest addition to Mars Wrigley Confectionery’s portfolio, bringing together caramel, which is the most popular flavour in the chocolate category, and the world’s most famous confectionery brand.

Available in pouch (rrp £2.09), treat bag (rrp £1.19) and singles (rrp 66p), the new product is set to deliver over £6m category sales value. The launch will be supported by a digital-first campaign and influencer push across Instagram and Facebook, reaching over five million people across the UK.

With Mars Wrigley Confectionery holding five out of the top ten chocolate pouch lines – including M&M’s, M&M’s Peanut, and M&M’s Crispy – the company has high hopes for M&M’s Crunchy Caramel.

M&M’s brand manager Greg Kent says: “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, says: “With the bitesize category continuing to grow year-on-year, this new offering provides retailers with a great opportunity to tap into this trend, boosting those all-important impulse purchases.”