M&M’s White Chocolate transitions from seasonal to everyday candy

By Douglas Yu contact

- Last updated on GMT

M&M's White Chocolate will hit US stores in May this year.  Photo: Mars
M&M's White Chocolate will hit US stores in May this year. Photo: Mars

Related tags: White chocolate, Russell stover, Mars

Mars Chocolate will launch M&M’s White Chocolate as an everyday product at select food, mass, convenience and drug stores across the US in May, 2017. 

The product - previously sold only seasonally - will be available in 1.5-ounce packs that feature “the brand’s iconic colorful candy shells,”​ Mars said, and its packaging is distinct within the M&M’s variants with a white bag, which is to help consumers associate the packaging with the white chocolate flavor.

Available all year-round

“We’ve had white chocolate seasonal offerings and limited variants across Mars Chocolate brands in the past,”​ a Mars’ spokesperson told ConfectioneryNews.

“Fans of the brand will now be able to enjoy M&M’s White Chocolate all year-round.”

Confectionery companies recently have started bringing their well-performed seasonal products to their everyday portfolio, as market researchers previously suggested candy manufacturers should look beyond four major holidays​: Valentine’s Day, Easter, Halloween and Christmas.

This site reported last year the premium chocolate company Lindt has repositioned Russell Stover​ as an everyday brand. Russell Stover has traditionally been a key Easter chocolate brand in the US.

Providing new flavors

Around the same time when M&M’s White Chocolate hits the US market, M&M’s Caramel​, which Mars said was developed through a technology to inject caramel into M&M’s candy shells, will also be available across the country.

“We are always looking for new ways to give our consumers new tastes of M&M'S. M&M'S White Chocolate delivers on that commitment to consumers and provides them with choices,”​ Mars said.

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1 comment

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