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Mars Wrigley is expanding its confectionery portfolio with the launch of a new variant of M&M’S, introducing M&M’S Cookie Dough to the UK market later this month.

The new product combines a soft cookie dough-flavoured centre with milk chocolate and the brand’s signature crisp candy shell, offering what the company describes as a “playful” twist on the classic bite-size format. The launch is aimed at tapping into consumer demand for indulgent, shareable snacks with familiar dessert-inspired flavours.

According to Mars Wrigley, cookie dough is a flavour that resonates strongly with younger consumers, particularly Gen Z, younger millennials and young families. By bringing the flavour to its flagship chocolate brand, the company aims to recruit new buyers and drive growth within the bite-size confectionery segment.

The product will debut through an integrated marketing campaign featuring the brand’s well-known “spokescandies” characters, designed to build awareness ahead of the retail rollout and generate strong in-store visibility.

Georgia Woodward, Senior Brand Manager for M&M’S, said “Cookie dough is a classic flavour and pairing it with our iconic chocolate and crisp shell makes for a uniquely delicious shareable treat with strong recruitment potential among Gen Z, younger millennials and young families.”

M&M’S Cookie Dough will become a permanent addition to the core M&M’S range, joining existing varieties including Peanut, Chocolate, Crispy and Minis.

The product will be available from retailers nationwide in a 102g sharing bag format with a recommended retail price of £1.85.