As the growing Christmas season approaches – increasing both value and unit sales (+8.5 per cent and +4.5 per cent respectively) in 2024, Mars Wrigley is delivering even more holiday cheer with the launch of its latest seasonal innovations. From nostalgic flavours to packaging updates, the 2025 Christmas range brings together classic favourites and contemporary twists.
This festive season, nostalgia remains a powerful trend, with classic flavours like gingerbread evoking comfort, joy, and a sense of tradition across seasonal food and drink. Embracing this trend, Mars Wrigley is adding to its popular MALTESERS Reindeer range with the addition of a new Gingerbread MALTESERS Reindeer. Coated in smooth milk chocolate, filled with MALTESERS’ signature creamy malt centre and enhanced with classic gingerbread flavour, this new festive treat adds a seasonal twist to a consumer favourite. Available in three formats: single (29g), MALTESERS Mini Reindeers Gingerbread (59g), and also included in the MALTESERS Christmas Mix (240g), this festive treat brings versatility to a range of festive occasions.
Next up and building on the success of last year’s M&M’s Crispy Milk Chocolate Santa (29g) – which drove a 55 per cent uplift in the total single category – Mars Wrigley is expanding the M&M’s Santa range with the launch of a new M&M’s Crispy Santa Five Pack. This convenient format is perfect for stocking fillers, workplace sharing, or a seasonal self-treat.
As consumers seek elevated gifting and indulgence options during the festive season, premium advent calendars present valuable trade-up opportunities. Mars Wrigley is responding to this demand by launching its MALTESERS Assorted Truffles Advent Calendar (216g) nationally for the first time. This luxurious calendar combines rich flavours with daily anticipation, transforming the traditional Christmas countdown into a premium experience.
Lastly, Mars Wrigley’s popular selection boxes have a cracking new look for 2025. The TWIX & Friends, SKITTLES & Friends, MALTESERS & Friends, GALAXY Christmas Collection, and M&M’s Selection Box will return with more festive packaging designed to stand out on shelf and capture shoppers' attention, bringing fresh excitement to these much-loved seasonal favourites.
“Refreshing product ranges with new flavours and formats is essential during the festive season,” said Laura O’Neill, Senior Brand Manager, Christmas, “Innovation is a key driver, with new product development contributing 27 per cent of Christmas 2024 growth. During this time, shoppers naturally turn to trusted brands for moments of nostalgia and indulgence.
By combining nostalgic flavours, exciting innovations, accessible price points and premium choices, Mars Wrigley is providing retailers with the tools they need to drive sales, grow their audience and make the most of the festive trading period.”
All NPD is rolling out now:
- Maltesers Reindeer Gingerbread 29g
- Maltesers Mini Reindeers Gingerbread 59g (also available as clipstrip)
- Maltesers Christmas Mix 240g (includes Gingerbread)
- M&Ms Crispy Santa 5 pack
- Maltesers Truffles Calendar
