Mars Wrigley is beginning to gear-up for the ‘spooky season’ as it unveils its new M&M’s Chocolate Minis Funsize, which represents a category first for the brand, reports Neill Barston.

As Confectionery Production previously reported, major global players in the sector have increasingly targeted the end of summer as a key kick-starter for the Halloween period, which has resulted in a number of product launches being unveiled to meet consumer demand.

For its part, Mars’s new 220g sharing pack contains 11 x 20g fun-sized bags, and has been devised in response to a spike in on-the-go confectionery occasions, with trick or treating continuing to be a major phenomenon in the US, UK and within Europe. 

M&M’S Chocolate Minis Funsize launched into major retailers nationwide including Tesco, Asda, Sainsbury’s and Co-Op  £4.90 RSP, amid high expectations for the 2026 season.

As the company observed, the occasion saw category value sales rise by 1.6% in 2025, with 62% of shoppers marking the occasion with chocolate and sweets and, as the number one manufacturer by market share during Halloween.

Georgia Woodward, Senior Brand Manager for M&M’S®, welcomed the launch. She commented: “Halloween is one of the biggest confectionery moments of the year, so we’re excited to bring M&M’S® Minis into a fun-sized format for the very first time. As shoppers increasingly look for shareable products ahead of the season, this launch gives retailers an exciting new way to capitalise on demand while introducing M&M’S® into a format consumers already know and love.”