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Mars has launched M&M's Peanut Butter & Jelly, a new addition to its popular confectionery line.

This product marks the first flavour innovation since 2022 and aims to tap into nostalgia by combining the classic flavours of peanut butter and jelly in a bite-sized format.

The new M&M's variant features a berry-flavoured chocolate shell encasing a smooth peanut butter centre, designed to evoke the familiar taste of a peanut butter and jelly sandwich.

Gabrielle Wesley, chief marketing officer for Mars Wrigley North America, said: "Peanut butter M&M's have always been a popular flavour with our fans, so we're excited to double down on their excitement – with a twist. Our new [flavour] taps into a cross-generational staple, turning a delicious and comforting snack into a bite-sized treat to be enjoyed and shared."

This launch adds to the existing M&M's Peanut Butter portfolio, which includes M&M's Peanut Butter, M&M's Peanut Butter Minis and M&M's Peanut Butter Mega.

The new variant will be available in three sizes: Single Size (1.63oz), Share Size (2.83oz) and Sharing Size Stand Up Pouches (8.6oz), and is set to hit retail stores nationwide and online in December 2024.

Mars, a global leader in the confectionery industry, continues to leverage its extensive portfolio, which includes well-known brands such as Snickers, Dove and Kind. The introduction of this flavour comes at a time when the confectionery market is increasingly focused on nostalgic and comfort-driven products.

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