M&M'S Hazelnut Spread Chocolate Candies have a hazelnut spread center that is coated in milk chocolate. It will be available in 1.35-ounce, 2.53-ounce and 8.3-ounce bags. This marks the second soft-center M&M’s product after M&M’s Caramel, which launched in 2017.
Alongside the launch, Mars is giving fans an opportunity to be the first to try the new product. On March 30, the M&M’s brand will open a one day-only stand in Grand Central Terminal in New York, where fans can express their excitement in exchange for a bag of the candy. Fans who tweet the hashtags #gohazelnutty and #MMSfirsttaste will also be entered to win free bags of the new M&M’s.
"Chocolatey hazelnut spread unlocks a side of indulgence that's all its own, so we wanted to tap into that mania and bring something to life that our fans would go crazy for," said Allison Miazga-Bedrick, brand director for M&M's. "It's no secret people love hazelnut spread and love M&M's, so we can't wait to see the reaction to this breakthrough taste experience."
Mars isn’t the only confectioner riding the hazelnut bandwagon. In 2014, the Hershey Co. launched several spreads under the Reese’s brand in flavors such as chocolate, chocolate peanut butter, chocolate almond and chocolate hazelnut. The Hershey, Pa.-based chocolatier also offers Hershey Kisses Deluxe Chocolate with a hazelnut center, which feature tiny crisps and whole roasted hazelnuts coated in smooth milk chocolate.
McLean, Va.-based Mars Inc. is a global manufacturer with more than $35 billion in sales. Besides M&M's, the brands in its Mars Wrigley Confectionery division include Snickers, Dove, Milky Way, Twix, Doublemint and Skittles.