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Mars Wrigley is expanding its M&M'S brand with the introduction of M&M'S Pop'd Caramel, marking the company's first foray into freeze-dried candy.

The new product aims to tap into the growing consumer demand for unique textures and novel snacking experiences, following the launch of Skittles Pop'd in 2024.

M&M'S Pop'd Caramel features the beloved caramel flavour that consumers have come to expect from the brand, now presented in a light, crispy and crunchy form.

“With M&M'S Pop'd Caramel, we're giving fans a whole new way to enjoy the classic caramel flavour that has been a fan-favourite in our line-up for years,” said Martin Terwilliger, vice president of marketing for Mars Wrigley North America.

The new texture is designed to enhance sharing moments, aligning with the company’s marketing slogan, 'It’s More Fun Together'.

The product will initially launch in a 5.5oz small stand-up pouch available on TikTok Shop and MMS.com starting November 3, 2025, followed by availability in M&M'S Stores on November 10.

Nationwide distribution is set for January 2026, with additional sizes planned for later in the year.

The introduction of M&M'S POP'd Caramel is strategically timed to align with consumer preferences for bold and exciting flavours, as well as innovative snack formats.

Freeze-dried products have gained popularity across various categories, appealing to consumers seeking lighter, crunchier alternatives to traditional candies.