Confectionery giant Mars is launching its first M&M’s block chocolate range in Australia.
Announcing the move, Mars said the new bars would combine M&M’s with milk chocolate. The range includes six varieties: milk, almond, hazelnut, crispy, crispy mint and strawberry.
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Andrew Loader, general manager of Mars’ chocolate business in Australia, said the line will be available in grocery and convenience channels today (24 April).
“M&M’s is the biggest chocolate brand in the world and we’re really excited to bring something new to chocolate lovers across Australia,” Loader said. “We believe M&M’s blocks will soon become one of Australia’s favourite block chocolates.”
The launch will be supported by a national integrated campaign featuring television, digital, social and outdoor advertising, as well as a range of in-store activations.
Mars has introduced a number of new products that stretch the M&M’s candy brand in recent months. These have included the rollout of M&M’s ice cream bars in France, M&M’s brownies developed under licence by Hostess Brands in the US, and M&M’s trail mixes launched in the UK.
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By GlobalData
