M&M’S, part of the global confectionery giant Mars, has unveiled its latest innovation, M&M’S POP’d, marking the brand’s first foray into freeze-dried candy. The initial offering, M&M’S POP’d Caramel, reimagines the familiar caramel flavor in a light, crispy, and crunchy new format, providing a textural departure from traditional M&M’S products.
The launch schedule begins with a 5.5oz Small Stand-Up Pouch available on TikTok Shop and MMS.com from November 3, followed by M&M’S Stores from November 10. Nationwide retail distribution is set for January 2026, with additional pack sizes expected later in the year.
This launch complements M&M’S recent limited-edition offerings and seasonal innovations, which have included Halloween-themed blends, and unique collaborations with brands such as Crocs. These initiatives align with the broader strategy of extending core flavors into formats that deliver both novelty and collectible appeal.
Global Landscape Of Freeze-Dried Chocolate Innovations
The introduction of M&M’S POP’d also occurs amid a landscape where other freeze-dried chocolate innovations have emerged globally. In the United States, brands such as Stone Grindz and Bissinger’s Handcrafted Chocolatier have released limited-edition bars combining freeze-dried fruits with milk or white chocolate, while Australian brands like Poppy’s Chocolate are exploring layered textures using freeze-dried berries and exotic fruit inclusions. In New Zealand, Whittaker’s has experimented with biscuit-inspired blocks incorporating freeze-dried strawberries and peppermint.
Market Position And Activity
M&M’S holds a significant presence in the U.S., chocolate confectionery sector, with positioning just behind leading brands like Hershey’s and Reese’s.
M&M’S has pursued product diversification, leveraging limited-edition flavors (strawberry & cream, Cookies & Creme, Honey Roasted Peanut), holiday-specific blends, and collaborations (Crocs) to engage consumers and maintain relevance.
Rival activity includes Hershey’s broad portfolio expansion and seasonal flavor experimentation. Over the past year, Hershey has introduced multiple limited-edition products, including Hershey’s Milk Chocolate with Caramel Bar and Hershey’s Kisses Cinnamon Toast Crunch, blending familiar flavors with new textures. Additionally, Hershey has expanded into luxury and functional segments, launching products like Hershey’s Toffee Truffles.
Industry Trends And Themes
Freeze-Dried Innovation: Brands are exploring freeze-dried fruits and chocolates for texture and novelty. M&M’S POP’d Caramel delivers the classic caramel flavor in a light, crispy, poppable format. Poppy’s Pistachio Pie (Australia) layers creamy strawberry ganache with crunchy kataifi and pistachio filling, topped with freeze-dried raspberry crumbs. Stone Grindz Strawberry Malted Milkshake Bar (USA) combines 60% malted milk chocolate with freeze-dried strawberries for a tangy, creamy contrast while. Whittaker’s Strawberry & Shortbread block (New Zealand) integrates freeze-dried strawberries with shortbread in a creamy milk chocolate base.
Flavor Experimentation: Innovative flavor profiles remain central, with pairings like strawberry & cream, Cookies & Creme, and lychee-infused chocolate.
Textural Play: A focus on multi-sensory experiences, combining creamy chocolate with crunchy, crispy, or freeze-dried elements, is evident across multiple brands.