M&M’s White Chocolate transitions from seasonal to everyday candy

M&M's White Chocolate will hit US stores in May this year.  Photo: Mars

Mars Chocolate will launch M&M’s White Chocolate as an everyday product at select food, mass, convenience and drug stores across the US in May, 2017. 

The product - previously sold only seasonally - will be available in 1.5-ounce packs that feature “the brand’s iconic colorful candy shells,” Mars said, and its packaging is distinct within the M&M’s variants with a white bag, which is to help consumers associate the packaging with the white chocolate flavor.

Available all year-round

“We’ve had white chocolate seasonal offerings and limited variants across Mars Chocolate brands in the past,” a Mars’ spokesperson told ConfectioneryNews.

“Fans of the brand will now be able to enjoy M&M’s White Chocolate all year-round.”

Confectionery companies recently have started bringing their well-performed seasonal products to their everyday portfolio, as market researchers previously suggested candy manufacturers should look beyond four major holidays: Valentine’s Day, Easter, Halloween and Christmas.

This site reported last year the premium chocolate company Lindt has repositioned Russell Stover as an everyday brand. Russell Stover has traditionally been a key Easter chocolate brand in the US.

Providing new flavors

Around the same time when M&M’s White Chocolate hits the US market, M&M’s Caramel, which Mars said was developed through a technology to inject caramel into M&M’s candy shells, will also be available across the country.

“We are always looking for new ways to give our consumers new tastes of M&M'S. M&M'S White Chocolate delivers on that commitment to consumers and provides them with choices,” Mars said.

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Comments (1)

Aneil Maharaj - 28 Mar 2017 | 10:23

Healty Bars

Be innovative towards creating a healty bar of chocolate, that would prompte healty consumption by the less fortunate health impaired persons. Take a spin on marketing towards obestety with a brand encouraging consumption to reduce and increase use based on the flavernols contents. Cancer patients love chocolate, ceate a bar.

28-Mar-2017 at 22:23 GMT

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