Coconut, toffee or jalapeno? M&M’s lets US and Canada pick their favorite

By Kristine Sherred contact

- Last updated on GMT

M&M's ran a similar flavor vote competition in 2016 and 2018, with Coffee Nut and Crispy Mint emerging as winners. Pic: Mars Wrigley Confectionery
M&M's ran a similar flavor vote competition in 2016 and 2018, with Coffee Nut and Crispy Mint emerging as winners. Pic: Mars Wrigley Confectionery

Related tags: Mars wrigley confectionery, Candy, Flavors, New product, Consumer, Competition, Chocolate, Global flavours market

For the second year in a row, the Mars Wrigley brand will sell three limited-edition flavors at select retailers, but only the winner will be available for another 18 months.

Peanut M&M’s are tinged with global flair this year, with Mexican Jalapeño, English Toffee and Thai Coconut.

Mars Wrigley first tried the flavor vote in 2016 to celebrate the brand’s 75th​ anniversary. Coffee Nut beat out two other peanut M&M’s​, Honey Nut and Chili Nut. Last year, the battle starred dark chocolate candies with a crispy rice or cocoa crispy rice center. Fans championed Crunchy Mint over an espresso and raspberry option.

“We wanted to bring back the joy of M&M'S Flavour Vote with three unexpected flavours,"​ said Brittany Compton, marketing director at Mars Wrigley Confectionery.

Consumers can vote for their favorite through May 17 by tagging #VoteMexicanJalapeno, for instance, on social media, or by visiting the US​ or Canadian​ website.

M&M's & Innovation

Mars Wrigley has introduced a handful of new flavors for its iconic gem candy in the past 15 years. After debuting almond in 1988 and peanut butter in 1991, the company took a flavor break before starting up again in 2006 with dark chocolate.

Since then, the brand has launched nine new flavors, including a white chocolate version​ and most recently Hazelnut Spread​.

Mini M&M’s debuted in 1996, and as of this year, they found a second home inside a milk chocolate bar. In what Mars Wrigley called ‘one of the most notable product innovations in the brand’s history,’ the bars – made of four 4oz segments (RRP $1.99) – feature mini M&M’s in five flavors, including peanut, almond, crispy and last year’s flavor winner, Crispy Mint.

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