M&M’s has expanded its lineup with a Cookie Dough variant.
The NPD (rsp: £1.85/102g) features a “deliciously soft cookie dough flavour centre” coated with milk chocolate and the brand’s signature crisp sugar shell.
It has rolled into major retailers as a permanent extension to the M&M’s range.
The innovation would unlock new penetration, as cookie dough flavours over-indexed with Gen Z, younger millennials and young families, said M&M’s.
“This launch combines a flavour consumers love with the fun, social and cheeky spirit of M&M’s,” said M&M’s senior brand manager Georgia Woodward.
“Cookie dough is a classic flavour and pairing it with our iconic chocolate and crisp shell makes for a uniquely delicious shareable treat,” Woodward added.
“We’re confident this innovation will excite UK retailers and shoppers alike.”
The launch will be supported by a “mischievous” marketing push, featuring M&M’s “spokescandies”.
Value sales of M&M’s rose 12% to £143.3m on volumes up 6.1% in the year to 6 September 2025, according to NIQ data.
M&M’s isn’t the only chocolate brand hoping to cash in on shoppers’ appetite for cookie dough.
Kit Kat rolled out Cookie Dough Flavour across its range of two and four-finger wafer bars and sharing tablets last month, promising further additions to come.
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