Mars Wrigley has unveiled 11 new confectionery products ahead of Easter 2025 and given its Easter egg packaging a sustainable revamp.
The innovations include “self-eat” treats, mini eggs packs and Easter eggs in various sizes, available to retailers from 26 December.
M&M’s Minis, which hit shelves in June, have been the inspiration behind four new seasonal treats: M&M’s Crispy Bunny 29g, which has a “creamy, crunchy” filling, with M&M’s Mini inclusions; M&M’s Choco Mini Eggs 72g, which are filled with M&M’s Minis and crispy pieces; M&M’s Minis Medium Egg 97g; and M&M’s Crispy Bunny Large Egg 178g.
The M&M’s Minis range is targeted specifically at “a younger audience” and families thanks to its “fun appeal”, said Mars Wrigley.
Meanwhile, new additions to the Maltesers range include Maltesers Popcorn Bunny 29g, which contains popcorn pieces; Maltesers White Mini Bunnies Medium Egg 100g, which is exclusive to Tesco; and Maltesers Truffles Giant Egg 479g.
Mars Wrigley has added two new Galaxy products: Minstrels Mini Eggs 80g and Ripple Giant Egg 440g.
Milky Way Large Egg 184.5g, which is an Asda exclusive, and Snickers Extra Large Egg 216g complete the lineup.
Mars Wrigley has also redesigned the packaging for its medium, large and extra-large Easter egg this year to include a tamper-evident foil, created with Stampack technology, and a plastic-free carton.
The manufacturer said it hoped to provide retailers with “the opportunity to build on the excitement of Easter as Christmas ends, and leverage the three-week longer season”, as Easter Sunday falls on 20 April in 2025.
It makes sense that Mars Wrigley is making the most of Easter, as it was one of the few chocolate segments in volume growth for brands last year, according to Kantar data.
Unit sales of seasonal lines rose by 1.2%, equivalent to 2.5 million extra packs sold in the year to 9 June 2024.
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