M&M launched the Minis

These are a miniaturised version of the classic M&M's chocolate candies, featuring the same coloured candy shell and chocolate center but in a significantly reduced size. They maintain the classic M&M's taste but offer a different eating experience due to their smaller dimensions.

Product innovation

The production of M&M's Minis required specialised manufacturing technology to create the miniature candies while maintaining the distinctive shell-to-chocolate ratio and ensuring consistent quality.

The innovation lies in the precision engineering of production equipment capable of handling and coating the tiny chocolate centers with the same durability and finish as regular-sized M&M's.

The Minis appeal to consumers seeking new texture experiences and versatile usage options. Their competitive advantage comes from offering a new way to enjoy a beloved brand, with applications in baking, topping, mixing, and snacking that aren't possible with the standard-sized M&M's.

The smaller size creates a different sensory experience while maintaining brand recognition.

Development

The product concept was developed by Mars from consumer insights showing interest in more versatile forms of their favourite confectionery. The company conducted extensive research to determine the optimal size that would provide a distinct experience while maintaining the brand identity and manufacturing feasibility.

Trend

According to NielsenIQ's 2023 Confectionery Report, format innovations in established brands drove 14% of the category growth.

As well as Mintel's research indicated that 62% of consumers express interest in new formats of familiar confectionery products.

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US: Chocolate consumption for occasions, 2022

In 2022, Mintel asked Americans how often they snack and why. Around two-thirds of American consumers purchase chocolate as a treat to themselves.

Base: 1,607 internet users aged 18+ who’ve bought chocolate for themselves in the last 3 months

Source: Mintel’s US Chocolate Confectionery Report 2022

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Euromonitor International reported that "snackification" continues to influence product development, with 58% of consumers seeking more versatile confectionery options that can be used in multiple ways.

Launch Details

M&M's Minis launched globally in phases throughout 2023-2024, with initial release in the US in August 2023, followed by EU markets in early 2024.

The product was priced at approx $3.99 /£3.29 for a 10oz / 283g resealable pouch.