M&M's Unveils New Halloween Product Lineup
M&M’s is getting into the spooky spirit with the introduction of three new products for the Halloween season. The brand's new "spooky lineup" includes M&M’s Milk Chocolate Halloween Blend, M&M’s Peanut Milk Chocolate Halloween Blend, and M&M’s Peanut Butter Milk Chocolate Halloween Blend. Each of these new blends will feature festive flair with orange and black chocolate candy pieces, a departure from the traditional variety of colors. The limited-time offerings aim to tap into the seasonal market, which is a key period for confectionery sales.
M&M's, a flagship brand of Mars, Inc., holds a strong position in the U.S. chocolate market. It commands a significant market share in the overall chocolate confectionery space and is among the top brands by market share in the milk chocolate segment, which accounts for bulk of America’s chocolate confectionery industry. The brand's strength lies in its iconic, recognizable characters and its ability to engage consumers through popular campaigns and product innovations. The new Halloween blends, for example, are a strategic move to lean into a crucial seasonal market.
The brand's broader strategic initiatives have also focused on consumer engagement and responding to consumer trends. M&M's recently launched a global creative platform centered on "It's More Fun Together," a message designed to appeal to a wide range of consumers. The brand also introduced a new spokescandy, Purple, a few years ago, the first crew expansion in over a decade. Meanwhile parent Mars Wrigley recently announced plans to launch M&M’s candies manufactured without FD&C colors by 2026. These moves, along with a strong focus on digital and social media engagement, are aimed at strengthening brand loyalty and reaching a new generation of consumers.
The competitive landscape is defined by the strategic maneuvers of a few key players. The Hershey Company is the clear market leader in the U.S., leveraging a portfolio of iconic brands to maintain its position. Hershey's and its brands, like Reese's and Kit Kat, are particularly adept at using seasonal launches to generate excitement and drive sales. This Halloween, Hershey’s has leaned on strategic collaborations, such as a nostalgic team-up with Peanuts for its Reese's products and a return of its popular Harry Potter-inspired chocolates. It also introduced a new, first-of-its-kind vampire-shaped Kit Kat, demonstrating its focus on innovative shapes to capture attention.