Mars Wrigley is expanding its seasonal portfolio for Christmas 2026 with the launch of three products targeting early festive shoppers, male gifters and white chocolate fans.
The launch includes Crispy M&M’s Mini Santas, a small sharing bag of crispy, creamy Santa-shaped pieces. The range extends Crispy M&M’s Santa, which debuted last year, and sits alongside the original single self-eat option.
Mars Wrigley is also launching The Snickers & Friends Selection Box, which combines Snickers, Twix, Mars and Snickers Creamy Duo bars. The Snickers-led gifting line targets male consumers in a selection box sub-category that skews towards female shoppers.
The third launch is Maltesers White Box, which marks Mars Wrigley’s second entry point into everyday boxed confectionery. The product is aimed at under-35s who over-index in white chocolate and expands the Maltesers Box range.
Mars Wrigley grew value sales by 4.2% and volume sales by 0.9% in Christmas 2025, while total confectionery value sales grew by 0.6%. Growth was driven by advent calendars, chocolate boxed gifts, tins and tubs, alongside singles and small sharing formats.
Steve Waters, Seasonal Senior Brand Manager at Mars Wrigley, said: “Christmas remains a calendar highlight for many, and consumers will invest in creating memorable occasions. Our launches have been designed to add excitement to the fixture, combining affordable indulgence with trusted flavours and formats to meet the needs of today’s value-conscious shoppers.
“All three launches will be backed with dedicated displays from early in the season, not just the final fortnight, for easy discovery and to inspire purchase.”
