Mars hopes to capture the spirit of Rio with new M&M’s variant

With the Rio Olympics – the biggest sporting event of the year – just around the corner, Mars  is celebrating with the launch of new, limited edition M&M’s Rio Colourmix.

M&M’s Rio Colourmix aims to “bring the fun and party spirit of Brazil to life in stores across the UK” with bags featuring only green, yellow and blue M&M’s, available in two limited edition variants – Peanut and Chocolate.

Available for a limited time from June 20, Rio Colourmix will be available across both single and sharing formats, with the 45g bag priced at RRP 60p, while the 100g treat bag will be RRP £1.19, and the 165g pouch available for RRP £2.09. In addition, the M&M’s Peanut 300g large pouch will be available at an RRP of £3.29.

Bep Dhaliwal, trade communications manager, Mars Chocolate, says: “Around 90% [Nielsen] of the population is expected to tune into the Games on TV, and with chocolate being the second biggest snacking category during the sporting event, there is a great opportunity for retailers to tap into the strong demand expected again this summer.

“As families and friends across the country gather to catch all the action from their living rooms and cheer on their favourite sport stars, they will be looking for new, innovative, and fun snacking formats to enjoy. Bitesize and sharing products such as limited edition M&M’s® Rio Colourmix will help retailers capitalise on this need and provide a boost to sales in store.”

According to Nielsen ScanTrack M&M’s is the fastest growing chocolate brand, and over the course of 2016, the brand will be supported by a total media investment of £8.5m which will see it appear on screens across the UK for 26 weeks throughout the year.

As part of this investment, Mars Chocolate is supporting Rio Colourmix in store with a range of PoS materials. Retailers in the convenience channel will be able to make use of eye-catching pre-filled HODs, dumpbins, toppers and counter top units, whilst pallets wraps will be available for cash and carries, helping to raise awareness of M&M’s Rio Colourmix in the depot.

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