M&M’S is sweetening its lineup with a new permanent flavor: M&M’S Honey Roasted Peanut. Featuring a roasted nutty profile balanced with honey sweetness, the innovation offers a twist on the classic peanut variety. From September onwards, the candy will be available nationwide in Single Size (1.63 oz.), Share Size (2.83 oz.), and Sharing Size Stand Up Pouches (8.6 oz.), as well as online at MMS.com.
The introduction of Honey Roasted Peanut marks another step in Mars’ strategy of broadening its core offerings beyond limited-time novelties. Recent launches include M&M’S PB&J, Peanut Butter Minis, and Peanut Butter Mega, all aimed at building depth in its portfolio of peanut-based and nut-inspired confections. Unlike seasonal or holiday blends, Honey Roasted Peanut is a permanent addition, signaling confidence in its appeal to everyday snackers.
With its cheeky tagline, “It’s bee-yond delicious,” the launch adds flavor diversity while leaning into M&M’S broader brand platform of playful innovation and shared moments.
M&M’S Keeps Buzzing With Flavor Innovation
M&M’S holds a strong position in the U.S. chocolate market, accounting for around a tenth of total sales, behind category leaders like Hershey’s flagship brand and Reese’s. Its strength lies in being both iconic and versatile: the brand stretches across multiple formats—plain chocolate, peanut, minis, and specialty fillings—while consistently innovating around its signature candy-coated chocolate dragee. Combined with a playful, lighthearted brand identity, this focus on reinvention helps M&M’S stand out in an increasingly crowded confectionery market.
Beyond this launch, M&M’S has been active throughout the year: limited-edition Valentine’s strawberry & cream, summer Cookies & Creme, multiple Halloween blends, and a global brand campaign—“It’s More Fun Together”—that emphasizes shared moments. Parent company Mars also announced plans to remove synthetic colors from its flagship products by 2026, signaling a long-term bet on clean-label appeal. Collectively, these initiatives keep M&M’S culturally relevant while ensuring it doesn’t rely solely on novelty.
The broader chocolate battlefield remains highly competitive. Hershey’s, the category leader with well over a tenth of the market, is doubling down on collaborations and nostalgia. Its tie-ins with Pokémon and Harry Potter, along with limited-edition twists like Cinnamon Toast Crunch Kisses and a caramel-filled Milk Chocolate Bar, keep the brand fresh while leveraging powerful licenses. Hershey’s also benefits from scale, deep retailer relationships, and an aggressive pricing strategy that has offset cost pressures.
Reese’s, meanwhile, continues to exploit its peanut butter advantage with variants like Oreo Cups, Red Velvet Cups, and holiday-themed releases tied to Peanuts®. This strategy reinforces its dominance as the go-to brand for peanut butter–chocolate combinations, which, while distinct from M&M’S candy-coated format, still competes for share of the broader nut-based chocolate indulgence space.