Mars Wrigley is unveiling its latest M&M’S® innovation: M&M’S® Cookie Dough – a playful new variant blending a deliciously soft cookie-dough flavour centre coated with smooth milk chocolate and the brand’s signature crisp shell.
Rolling out later this month in a distinctively M&M’S®, unmissable way, this indulgent new addition taps into consumer appetite for fun, unbeatable flavours, perfect for shared moments.
Designed to meet shoppers’ preference for uplifting snacking experiences, M&M’S® Cookie Dough is primed to unlock new penetration within the bitesize sub-category. 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.
M&M’S® Cookie Dough 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, comments: “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. It’s ideal for those moments of shared fun and perfectly aligned with our strategy to transform more social snacking occasions with M&M’S®.
“We’re confident this innovation will excite UK retailers and shoppers alike, driving incremental growth in bitesize through new occasions and new buyers.”
M&M’S® Cookie Dough will be a permanent addition to the core M&M’S® range, joining Peanut, Chocolate, Crispy and Minis variants. Available from retailers nationwide. RRP: £1.85 102g share bag.
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