Mars said new product would be sold in the US only "for now"

Mars said new product would be sold in the US only "for now"

Mars has launched the "biggest product innovation ever" for its M&M's confectionery brand.
The company is rolling out M&M's Caramel Chocolate Candies in the US, the first market for the new line.

With the new product, made by covering soft caramel in a candy-coated shell, Mars is looking to tap into what it sees as nostalgia for caramel. 

"Caramel is such a nostalgic and comforting flavour and its popularity is on the rise with pairings like coffees and other specialty foods. We are delighted to now give our fans a chance to experience it through the fun and colourful world of M&M's," said M&M's brand director Tanya Berman. She added it took "years" to develop the technology required to put soft caramel inside the hard shell. 

Mars is lining up promotional activities including a national advertising campaign that will introduce consumers to Caramel, a character devised in a similar vein to the "spokescandies" the company uses in its ads for M&M's.

The launch of the caramel product follows a series of M&M's product launches in recent months, including the roll-out 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 train mixes launched in the UK.