Mars Wrigley has just unveiled its NPD line-up for Easter 2027, bringing new formats from its best-loved brands to both Easter treating and gifting occasions.
The new launches include M&M’s Crispy Mini Bunnies in a small sharing format, and a Maltesers White XL Egg and Popcorn Flavour Giant Egg in the shell egg format.
The new products are set to join returning seasonal favourites from January, offering exciting NPD across Easter purchasing.
Quick shoppers
Steve Waters, senior brand manager for Easter at Mars Wrigley, said: “Our Easter 2026 launches showed how quickly shoppers take to new formats from brands they already love [such as] Galaxy Minstrels and Maltesers Mini Eggs.
”For Easter 2027 we’re building on that momentum with a line-up that brings the flavours shoppers are asking for into the formats that matter most to retailers.
“Small sharing bags are a key format, and large and extra-large eggs together account for more than half of traditional egg sales. Our new launches strengthen our range in both, giving shoppers even more choice across the key Easter rituals of sharing, gifting and treating.”
Mini Bunnies
For Easter 2027, Mars Wrigley is bringing another blockbuster to the small sharing segment. M&M’s Crispy Mini Bunnies will bring the playful personality of the brand to Easter small sharing in a bite-sized bunny shape.
M&M’s appeal to a younger audience, Mars Wrigley highlighted, and give the launch strong potential to recruit new shoppers into the segment. The product will also be available on clip strips, helping retailers extend the range into additional impulse locations.
Over with gifting options, for Easter 2027 Mars Wrigley is extending two Maltesers favourites into the shell egg format. The White XL Egg launches market wide, bringing Maltesers White into the extra-large egg segment.
The Maltesers Popcorn Flavour Giant Egg also launches market wide. Giant eggs offer shoppers a special gift for loved ones, and the launch gives retailers a strong trade-up option to drive basket spend, Mars Wrigley said.
Marketing support
Mars Wrigley’s Share Little Acts of Lightness platform brings the Easter range together in-store, with its Win Spring Surprises POS activation expanding into small sharing this year as well.
The split-branded Maltesers and M&M’s displays are to return for 2027, with further split-branded FSDUs planned pairing Maltesers with Galaxy Minstrels under the Share Little Acts of Indulgence banner.
In addition, M&M’s Crispy Mini Bunnies will be supported by dedicated Share Little Acts of Fun POS, including FSDUs, clip strips and digital screens.
The refreshed gifting execution, Gift Little Acts of Lightness and Easter Prezzies, Cracked!, bring Maltesers and M&M’s eggs together across standalone displays and retailer websites.
Finally, out of store, Mars Wrigley is investing in OOH, audio and PR, including a Catch the Bunnies to Win Spring Surprises campaign, which will make the Maltesers and Crispy M&M’s Bunnies unmissable, it said.
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