Mars Chocolate UK has announced the launch of M&Ms Peanut & Hazelnut, a limited edition variant that combines the most popular M&Ms variant with one of the most popular flavours in the UK.

Bep Dhaliwal, trade communications manager, Mars Chocolate UK, said: “We know retailers and consumers love seeing new variants of their favourite brands which is why we are continuously looking to identify new flavours that complement our M&Ms chocolate perfectly. This new M&M’s variant is a mix of whole peanuts and whole hazelnuts, all coated in delicious M&M’s chocolate.

“Over the past year, we’ve seen M&Ms variants deliver incremental growth to the confectionery category and by tapping into the hazelnut trend we’re confident M&Ms Peanut& Hazelnut can do the same and boost sales for retailers.”

Harris Aslam, director – Eros Retail, said: “Regardless of category, limited edition products are always a great opportunity to boost sales because of the excitement they breed in consumers. This is even more the case with iconic brands like M&Ms so we’ll ensure the new Peanut & Hazelnut variant is fully stocked and sited next to other bitesize brands.”

The M&Ms brand has a media campaign which will last 26 weeks and have an £8.4m media investment.

Alongside this there will be impactful POS solutions that can be used at targeted locations instore to make sure shoppers don’t miss the opportunity to buy.

M&Ms Peanuts & Hazelnut will be available from July in 90g Treatbag (RRP £1.19), 128g Pouch (RRP £2.09) and 220g More to Share (RRP £3.29). The 90g Treatbag is also available in £1 price-marked pack.