NACS 2016

Mars debuts caramel-filled M&M's produced by new technology

Mars developed a new technology to prevent the new M&M's Caramel from being smushed.  Photo: Mars

Mars has launched M&M’s Caramel at the recent NACS show in Atlanta, Georgia, which will join Peanut, Milk Chocolate and Peanut Butter as the largest four variants for the brand.

Unlike M&M’s Pretzel and Crispy, which have a “crispy and hard” center, M&M’s Caramel features a “creamy caramel center” covered in milk chocolate, and enclosed in a candy shell, according to Mars’ product description.

However, the new product will not be available until April, 2017. M&M’s Caramel will retail for around $1.39 per 1.41-ounce single bag and $1.99 per 2.83-ounce share size.

The announcement came shortly after Mars decided to merge its chocolate and Wrigley segments to create a new division based in Chicago, called “Mars Wrigley Confectionery,” ConfectioneryNews previously reported.

Largest investment in M&M’s new product launch?

Mars claimed that M&M’s Caramel is the biggest investment the brand has ever made in a new product launch.

“Caramel is the fastest growing flavor segment in food, and the fourth largest flavor segment within the overall chocolate category,” Mars’ spokesperson, Ampy Vasquez, told ConfectioneryNews.

According to the latest Nielsen data, caramel grows at 15% in 2015, and is a $2.2bn flavor segment within confectionery.

In addition, a team of engineers spent years developing the “proprietary” technology to inject caramel into M&M’s candy shells, and prevent it from being easily smushed, according to an earlier CNN report. Mars also plans to hire 70 employees to produce the new product.

Growing faster than the chocolate candy category

Vasquez added that M&M's is the number one chocolate brand in the category, and is growing faster than the category average.

But according to IRI data for the past 52 weeks ending on October 2nd, 2016, the $457.8m M&M's brand ranks number two in dollar sales behind Hershey’s Reese's.

IRI data shows that chocolate candy box/bag/bag category under 3.5 ounces is worth around $4bn, with dollar sales up 2.8%  year-over-year. M&M’s dollar sales grow at 3.37% on average per year.

During the NACS show, Mars also introduced a new Snickers and Hazelnut bar, and three new flavors of Goodnessknows. Both products will be available in c-stores across the US in January, 2017.

Related News

Gift boxes to retail for around $12 at Haneda Airport International Terminal duty free

M&M’s taps Japan’s samurai roots for limited edition launch

Mars recently invested $100m in expanding its Topeka, Kansas factory to product M&M's caramel.  Photo: Mars

Mars invests $900m in US supply chain with sustainability its priority

Wrigley said there isn't a single solution to the sluggish US gum sales.  Photo: Wrigley.

Wrigley launches first soft chews under Orbit brand

IRI said the changing shopping behavior driven by millennials have caused confectionery and snack companies to rethink their e-commerce strategies.  Photo: ©iStock/Chet_W

E-commerce the ticket to Millennial candy and snack sales: Analysts

Mars plans to roll out snacking chocolate brand Maltesers to US and Canada.  Photo: Mars

Mars to bring Maltesers to the US & Canada

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

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

Werther's Original has the largest market share in the US chewy caramel market.  Photo: Storck

Werther’s Original NPD pairs caramel and chocolate

M&M’s market share ranked seventh within the chocolate confectionery category in Australia.  Photo: Mars

Mars launches first M&M’s chocolate block in Australia

Spicy-flavored Skittles and Extra  chewy mints will be both available by December 2017.

Mars-Wrigley taps sweet heat trend for Skittles and Starburst

Ethel M follows the same food and labeling regulations that Mars uses.

Mars-owned Ethel M seeking US national distribution with Amazon and mass retailers

Mars’s current chocolate portfolio in India includes Snickers, Galaxy, Mars, Bounty and Twix, in addition to M&M's.  Photo: Mars

Mars launches M&M’s in 'priority market' India

Forrest E. Mars began his company career as financial staff officer for M&M’s Candies in 1959 ©iStock/urbanbuzz

Candy billionaire Forrest E. Mars dies

Mars will bring three M&M's seasonal flavors back to the US market along with Boo-tterscotch this year.

Mars adds Boo-tterscotch M&M's to Halloween lineup

Protein bars launched to meet growing consumer demand in UK, says Mars

Mars taps ‘mainstream’ trend with protein chocolate launches

Mars fully owns Wrigley after purchasing minority stake from Berkshire Hathaway.

Mars warns of possible job cuts after merging chocolate division and Wrigley

Related Products

See more related products

Comments (1)

Michele Farrell - 25 Oct 2016 | 04:21

Mrs

Omg! I can't wait til April...why so long???

25-Oct-2016 at 04:21 GMT

Submit a comment

Your comment has been saved

Post a comment

Please note that any information that you supply is protected by our Privacy and Cookie Policy. Access to all documents and request for further information are available to all users at no costs, In order to provide you with this free service, William Reed Business Media SAS does share your information with companies that have content on this site. When you access a document or request further information from this site, your information maybe shared with the owners of that document or information.