M & M minis

Mars Wrigley is going big on the launch of M&M’S Minis.

M&M’S Minis will be a permanent addition to the core M&M’S range, joining Peanut, Chocolate, Crispy and Salted Caramel variants. Available from retailers nationwide from 15 July in 70g PMP (rrp: £1.65), 115g Core Pouch (rrp: £2.55), 176g More-To-Share Pouch (rrp: £3.45) and 800g Party Pack (rrp: £9.60).

Previously launched in the US, the Minis are designed to appeal to the screentime consumption occasion while opening up new opportunities in baking and decoration.

M&M’S Minis will supported by an extensive marketing campaign including the first-ever M&M’S London store takeover and, as a play on the mini nature of the product, shrinking platform native ads.

M&M’s senior brand manager, Sophia Padt, said: “With a +12.3% CSV growth MAT, M&M’S are in growth and the #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.”