Just ahead of fall and winter holidays in the United States, Mars Wrigley is introducing M&M’s Ice Cream Holiday Fun Cups filled with vanilla flavored ice cream, a chocolate swirl and festive red and green M&M’S Minis. Distributed in packs of 10, the seasonal offering began rolling out at retail stores this month.
Recent research has shown that Americans no longer view ice cream as a treat just for the warmer weather, with 48% of consumers admitting to keeping ice cream in their freezer throughout the year. Indeed, according to Numerator 2020 data, nearly a quarter (22%) of national ice cream sales are rung up during the winter.
“We know that Americans enjoy ice cream all year round, not just during the warmer months, so we wanted to deliver something special to fans for the holidays,” said Jayesh Shah, marketing director at Mars Ice Cream. “This year, ice cream and M&M’s lovers alike can celebrate the season with the flavors they know and love, but now with an additional hint of excitement and festive joy with our Holiday Fun Cups.”
The new treat joins the current M&M’s Ice Cream portfolio, which includes a variety of cups as well as cones, bars and sandwiches.
Generating approximately $40 billion in annual sales, Mars Incorporated produces some of the world’s most popular candy brands. In addition to M&Ms, its range includes Milky Way, Snickers, Twix, Skittles and Dove. The company’s ice cream operation in the United States is based in Newark, New Jersey.