Mars will expand its M&M’s chocolate range with a new hazelnut spread variant, available in the US as of April.
Featuring a soft centre covered in milk chocolate, the products offer “a delectable combination of chocolate and hazelnut flavours in every bite-sized piece”, Mars said.
The candy will become a permanent addition to the M&M’s line-up as the second new soft centre innovation after M&M’s caramel, which launched in 2017.
Allison Miazga-Bedrick, M&M’s brand director, said: “Chocolatey hazelnut spread unlocks a side of indulgence that’s all its own, so we wanted to tap into that mania and bring something to life that our fans would go crazy for.
“It’s no secret people love hazelnut spread and love M&M’S, so we can’t wait to see the reaction to this breakthrough taste experience.”
M&M’s hazelnut spread will be available in three pack sizes: singles (1.35oz), share size (2.53oz) and sharing size stand up pouch (8.3oz).
The release follows a range of new M&M’s products launched last year, including a white chocolate peanut variant and a chocolate ice cream sandwich.
In 2017, Mars teamed up with Chinese online retailer JD.com for an exclusive release of sweet and spice M&M’s, combining the original sweet, peanut and chocolate flavour of the candy with hot pepper.
Earlier this month, Mars launched the Seeds of Change Accelerator, as it looks to support early-stage food companies fast-track growth. The company will select six US and four Australian participants in the following areas: start-up food brands, innovative experiential offerings, new business models, and emerging technology.