Mars Wrigley has unveiled its range for Easter 2025, which features 11 new launches from brands including M&M’s and Galaxy.

The new products feature across various segments and occasions such as self-eat, sharing and different egg sizes.

New self-eat products include the M&M’s Crispy Bunny, which has a creamy filling with M&M’s Minis, and the Maltesers Popcorn Bunny, with real popcorn pieces.

M&M’s Choco Mini Eggs, filled with M&M’s Minis and crispy pieces and Galaxy Minstrels Mini Eggs are the new small-sharing lines.

Meanwhile, the supplier has also launched the M&M’s Minis Medium Egg and the Maltesers White Mini Bunnies Medium Egg to cater to the medium-egg segment, which drives early season sales and repeat purchases.

Mars Wrigley launches eight new Easter products for 2024

There are also three new large and extra-large eggs: the M&M’s Crispy Bunny Large Egg, the Snickers Extra Large Egg and the Milky Way Large Egg, which is an Asda exclusive.

The final new launches are the Maltesers Truffles Giant Egg, which includes Maltesers’ truffles collection and the Galaxy Ripple Giant Egg.

Apart from these new launches, there are 18 returning lines, which have had packaging or artwork changes.

Florence McGivern, senior brand manager, Easter at Mars Wrigley, said: “We have also upgraded our Easter egg packaging with sustainability in mind. The new design for our medium, large and extra-large Easter egg range features a tamper-evident foil, created with Stampack technology, and a carton that no longer features a plastic-window. To ensure that the packaging still stands out on shelf, it includes an eye-catching ‘egg crack explosion’, taste-led cues and sturdy cardboard fitments.”

In 2024, one in three shoppers bought Mars Wrigley products at Easter. Additionally, this year saw the biggest spring season for chocolate confectionery yet, with value and unit growth outperforming total FMCG and confectionery. Mars is anticipating further growth as consumer confidence begins to grow.

Read more product news