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Did you know 66 percent of U.S. coffee drinkers prefer cold brew over iced coffee? The cold brew market is currently at $116 million and projected to be $944.16 million in 2025. So it’s no surprise that when Mars set out to create a new flavor of its M&M’s candy, it would want to tap into that loyal and enthusiastic audience. On October 4, the brand unveiled plans for its latest candy, Caramel Cold Brew M&M’s.
“More and more coffee drinkers are exploring new flavor combinations, with cold brew ranking as one of Gen Z’s most purchased drinks,” the company said in a statement.
Caramel Cold Brew will be the first coffee flavor to be added to M&M’s permanent line-up. The candy will be available beginning February 2023 in single size, share size and sharing size stand-up pouches.
For those who don’t want to wait until next year for their coffee candies, Mars will also release a limited-edition holiday Crunchy Espresso M&M’s flavor in December 2022.
Not only is there a new flavor on the block, but Mars has welcomed a purple M&M ‘cast member.’ The new purple addition to the team of candy mascots is the third female member, following green and brown. Voiced by comedian Amber Ruffin, the purple character is said to represent acceptance and inclusivity.
“Our newest member is known for her earnest self-expression,” Mars said. “Keen self-awareness, authenticity and confidence are the driving forces behind purple’s charm and quirky nature.”
The response is mixed, much like the reaction to the company’s decision earlier this year to replace their green character’s go-go boots with sneakers. Mars is enthusiastic, though, assuring candy-lovers everywhere that the new character will bring nothing but happiness.
“There is so much about our new spokescandy that people can relate to and appreciate, including her willingness to embrace her true self – our new character reminds us to celebrate what makes us unique,” Jane Hwang, global vice president at Mars Wrigley, said. “Our purpose story is just getting started and the introduction of our newest M&M’s spokescandy is the next chapter, as the brand continues to delight fans with fun in a way only M&M’s can.”
As part of the purple M&M’s introduction, Mars released a music video titled, ‘I’m Just Gonna Be Me,” with one dollar donated to the non-profit Sing for Hope for every stream, up to $500,000.