M&M’s is celebrating the forthcoming Olympics in Brazil with the launch of limited edition M&M’s Rio Colourmix.

M&M’s Rio Colourmix features only only green, yellow and blue M&M’s, and is available in two limited edition variants – Peanut and Chocolate.

The new lines will be available across both single and sharing formats, with the 45g bag priced at RRP 60p, while the 100g treat bag will be RRP £1.19, and the 165g pouch available for RRP £2.09. In addition, the M&M’s Peanut 300g large pouch will be available at an RRP of £3.29.

Bep Dhaliwal, trade communications manager, Mars Chocolate, said: “Around 90% of the population is expected to tune into the Games on TV, and with chocolate being the second biggest snacking category during the sporting event, there is a great opportunity for retailers to tap into the strong demand expected again this summer.

“As families and friends across the country gather to catch all the action from their living rooms and cheer on their favourite sport stars, they will be looking for new, innovative, and fun snacking formats to enjoy. Bitesize and sharing products such as limited edition M&M’s Rio Colourmix will help retailers capitalise on this need and provide a boost to sales in store.”

M&M’s is being supported by a total media investment of £8.5m during 2016 which will see it appear on screens across the UK for 26 weeks throughout the year.

As part of this investment, Mars Chocolate is supporting M&M’s Rio Colourmix in store with a range of POS materials. In the convenience channel there will be pre-filled HOD’s, dumpbins, toppers and counter top units.

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