Mars’ M&Ms brand is introducing its first new character in over a decade – Purple. The character is designed to represent acceptance and inclusivity, with keen self-awareness, authenticity and confidence being the “driving forces” behind Purple’s character.
Purple joins the cast of M&Ms characters who were given a refresh with updated looks and more nuanced personalities in January.
“Mars is thrilled to debut the newest member of the M&M’S cast of characters to the world. There is so much about our new spokescandy that people can relate to and appreciate, including her willingness to embrace her true self,” Jane Hwang, Global Vice President at Mars Wrigley. “Our new character reminds us to celebrate what makes us unique. Our purpose story is just getting started.”
Mars recently unveiled its M&Ms Caramel Cold Brew, a product which combines coffee flavour and sweet, chewy caramel covered in M&Ms milk chocolate and wrapped in a candy shell.
“More and more coffee drinkers are exploring new flavor combinations, with cold brew ranking as one of Gen Z’s most purchased drinks. Mars’ M&M’S brand decided to tap into the booming cold brew coffee scene and pair it with a confectionery favourite – caramel,” said Allison Miazga-Bedrick, Senior Marketing Director at Mars Wrigley.
Following on from M&Ms limited edition holiday Espresso flavour which is expected to hit shelves before the winter holiday season, Caramel Cold Brew is the brand’s second coffee-flavoured offering announced this year but its first permanent coffee-flavoured product.
The new M&Ms offering from Mars features the first on-pack appearance for its new character Purple. The Caramel cold brew will be available nationwide beginning February 2023 in single size, share size and sharing size stand up pouches. Prices will range from US$1.19 to $4.99.
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Caitlin Gittins
Editor, International Confectionery
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