Mars Wrigley has unveiled its NPD line-up for Easter 2026, building on the strength of its best-loved brands to deliver innovation across both Easter treating and gifting occasions. The new launches include MALTESERS® Mini Eggs and GALAXY® MINSTRELS® Mini Eggs in the small sharing format, and TWIX® White XL Egg and MilkyWay® Large Egg in the shell egg format. These new products are set to join returning seasonal favourites from 1st January 2026, offering exciting NPD across Easter purchasing.
Easter remains one of the largest opportunities and most joyful moments in the confectionery calendar, with three in four shoppers purchasing chocolate at Easter. With unit sales growing by +2.2% vs 2024, shoppers’ appetite for treating and gifting continues to grow. Mars Wrigley’s new launches are set to drive excitement in-store and assist retailers in capturing a strong share of the growing seasonal opportunity.
Steve Waters, Senior Brand Manager, Easter at Mars Wrigley, commented: “At Mars Wrigley, we continue to build on the strength of our much-loved brands to create new products that delight shoppers and deliver growth for our retail partners. For Easter 2026, we’re expanding our portfolio with a line-up that combines flavour innovation and playful seasonal design to help retailers make the most of this momentum.”
“From the launch of new mini eggs, which tap into the growing small sharing segment – now worth 24% of total Easter sales and growing +28% year-on-year – to the traditional occasion of gifting shell eggs to friends and family in the later part of the season. The Mars Wrigley Easter portfolio allows shoppers and consumers to partake in those key Easter rituals of sharing, gifting and treating.”
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