Mars Wrigley has unveiled its latest M&M’s innovation - Cookie Dough - a new variant blending soft cookie‑dough flavour centres coated with milk chocolate and the signature crisp shell.
Rolling out later this month in a distinctively M&M’s way, the new addition “taps into consumer appetite for fun, unbeatable flavours and are perfect for shared moments,” Mars Wrigley said.
The new M&M’s Cookie Dough is also “primed to unlock new penetration within the bitesize sub‑category,” the supplier said. With cookie dough flavours already over‑indexing among Gen Z, younger millennials and young families, the launch strengthens Mars Wrigley’s ambition to make M&M’s the brand families and Gen Z choose to spark fun across sharing events.
The product will launch with a mischievous new creative platform, featuring the brand’s famous ‘spokescandies’ in an integrated marketing campaign designed to build strong pre‑launch and in‑store excitement.
Georgia Woodward, M&M’s senior brand manager, said “This launch combines a flavour consumers love with the fun, social and cheeky spirit of M&M’s. Cookie dough is a classic flavour and pairing it with our iconic chocolate and crisp shell makes for a uniquely delicious shareable treat with strong recruitment potential among Gen Z, younger millennials and young families.”
M&M’s Cookie Dough will be a permanent addition to the brand’s core range, joining Peanut, Chocolate, Crispy and Minis variants. Available from retailers nationwide, the RRP is £1.85 for a 102g share bag.
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