Mars Chocolate UK has relaunched the M&M’s Halloween Limited Edition Peanut range for the season.
The return of the range follows its 2015 performance as the number one Halloween pouch [Nielsen Scantrack 6 w/e 31 October 2015].
The Halloween range contains brown, green and orange M&M’s and is available in a 45g single bag (rsp: 60p), 100g treat bag (rsp: £1.19), 165g pouch (rsp: £2.09), and a 300g large pouch (rsp: £3.29).
The brand is also launching M&M’s Choco Funsize packs to join the Trick or Treat Funsize bags. The single brand pack has an rsp of £2.79, while the variety bag has an rsp of £3.99 (11x20g packs). From September, the Halloween products will be supported by a media campaign including PoS featuring the M&M’s characters.
The launch follows the unveiling of the Rio Colourmix in June as a special edition for the Olympics, featuring only yellow, green and blue sweets.
“Halloween is a rapidly growing season within the confectionery sector, with sharing bags growing by 9.8% over the last five years and Halloween-specific sharing formats growing by 4% [Nielsen 6 w/e 31 October 2015],” said Bep Dhaliwal, trade communications manager at Mars Chocolate UK.