Mars Chocolate UK has launched new M&Ms Peanut & Hazelnut, a limited edition variant that combines the most popular M&Ms variant with one of the most popular flavours in the UK.

Hazelnut is the third biggest flavour profile in the everyday chocolate category, and has delivered the most absolute growth of any flavour in the category since 2014 (Nielsen Scantrack MAT 27th Feb ’16). Despite this, Hazelnut currently has a lower share in Bitesize compared to Block – an opportunity M&Ms Peanut & Hazelnut is tapping into to deliver even more growth to the category (Homescan MAT 5th March 2016 vs Block IRI 52 w/e 30th November 2013).

Bep Dhaliwal, trade communications manager at Mars Chocolate UK, said: “We know retailers and consumers love seeing new variants of their favourite brands which is why we are continuously looking to identify new flavours that complement our M&Ms chocolate perfectly. This new M&M’s variant is a mix of whole peanuts and whole hazelnuts, all coated in delicious M&M’s chocolate.

“Over the past year, we’ve seen M&Ms variants deliver incremental growth to the confectionery category and by tapping into the hazelnut trend we’re confident M&Ms Peanut& Hazelnut can do the same and boost sales for retailers.”

The M&Ms brand has an all-year round media campaign which will last 26 weeks and have an £8.4m media investment. There will also be impactful POS solutions.

M&Ms Peanut & Hazelnut will be in-store from July and are available in 90g Treatbag (RRP £1.19), 128g Pouch (RRP £2.09) and 220g More to Share (RRP £3.29). The 90g Treatbag is also available in £1 PMP.