Mars Wrigley is introducing M&M’s Cookie Dough, a new variant featuring a cookie dough‑flavour centre coated in milk chocolate and the brand’s crisp shell.
Rolling out later this month, the launch aims to tap into demand for bitesize products and flavours that appeal to Gen Z, younger millennials and young families. Mars Wrigley said the product is positioned to drive new penetration within the bitesize subcategory.
The launch will be supported by a marketing campaign featuring the brand’s so‑called ‘spokescandies’ to build pre‑launch and in‑store awareness.
M&M’s Cookie Dough becomes a permanent addition to the range, joining Peanut, Chocolate, Crispy and Minis. It will be available nationwide in a 102g share bag with an RSP of £1.85.
