Beloved classics meet seasonal twists as Mars Wrigley unveils its Christmas NPD
As we fast approach the growing Christmas season – increasing both value and unit sales (+8.5% and +4.5%[1] respectively) in 2024, Mars Wrigley is delivering even more holiday cheer with the launch of its latest seasonal innovations. From nostalgic flavours to bold packaging updates, the 2025 Christmas range brings together classic favourites and contemporary twists.
This festive season, nostalgia remains a powerful trend, with classic flavours like gingerbread evoking comfort, joy, and a sense of tradition across seasonal food and drink. Embracing this trend, Mars Wrigley is adding to its popular MALTESERS® Reindeer range with the addition of a new Gingerbread MALTESERS® Reindeer. Coated in smooth milk chocolate, filled with MALTESERS®’ signature creamy malt centre and enhanced with classic gingerbread flavour, this new festive treat adds a seasonal twist to a consumer favourite. Available in three formats: single (29g), MALTESERS® Mini Reindeers Gingerbread (59g), and also included in the MALTESERS® Christmas Mix (240g), this festive treat brings versatility to a range of festive occasions.
Next up and building on the success of last year’s M&M’s® Crispy Milk Chocolate Santa (29g) – which drove a 55% uplift in the total single category[2] – Mars Wrigley is expanding the M&M’s® Santa range with the launch of a new M&M’s® Crispy Santa Five Pack. This convenient format is perfect for stocking fillers, workplace sharing, or a seasonal self-treat.
As consumers seek elevated gifting and indulgence options during the festive season, premium advent calendars present valuable trade-up opportunities. Mars Wrigley is responding to this demand by launching its MALTESERS® Assorted Truffles Advent Calendar (216g) nationally for the first time. This luxurious calendar combines rich flavours with daily anticipation, transforming the traditional Christmas countdown into a premium experience.
Lastly, Mars Wrigley’s popular selection boxes have a cracking new look for 2025. The TWIX® & Friends, SKITTLES® & Friends, MALTESERS® & Friends, GALAXY® Christmas Collection, and M&M’s® Selection Box will return with bolder, more festive packaging designed to stand out on shelf and capture shoppers’ attention, bringing fresh excitement to these much-loved seasonal favourites.
Laura O’Neill, Senior Brand Manager, Christmas at Mars Wrigley says: “Refreshing product ranges with new flavours and formats is essential during the festive season. Innovation is a key driver, with new product development contributing 27% of Christmas 2024[3] growth. During this time, shoppers naturally turn to trusted brands for moments of nostalgia and indulgence.
By combining nostalgic flavours, exciting innovations, accessible price points and premium choices, Mars Wrigley is providing retailers with the tools they need to drive sales, grow their audience and make the most of the festive trading period.”
Comments are closed.