Mars Wrigley has unveiled its product line-up for Easter 2027, bringing new formats from its most popular brands to Easter treating and gifting occasions. The new launches include M&M’S Crispy Mini Bunnies in the small sharing format, and Maltesers White XL Egg and Maltesers Popcorn Flavour Giant Egg in the shell egg format. These new products are set to join returning seasonal favourites from January.
New Formats for Sharing and Gifting
Steve Waters, senior brand manager, Easter at Mars Wrigley, commented: “Our Easter 2026 launches showed how quickly shoppers take to new formats from brands they already love, with Galaxy Minstrels Mini Eggs and Maltesers Mini Eggs ranking as the top two new launches in small sharing bags last season.
“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 the biggest Easter treat format, worth 36% of treat sales³, 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.”
Expanding the Small Sharing Segment
Mars Wrigley has three of the top five best-selling small sharing bags, including Maltesers Mini Bunnies. For Easter 2027, Mars Wrigley is bringing another blockbuster to the segment with M&M’S Crispy Mini Bunnies which will also be available on clip strips, allowing retailers to extend the range into additional impulse locations.
For Easter 2027 Mars Wrigley are extending two Maltesers favourites into the shell egg format. The Maltesers White XL Egg launches market-wide, bringing Maltesers White into the extra-large egg segment. Maltesers White delivered £11m in consumer sales value in the first year of its all-year-round launch, and white chocolate brings incremental shoppers to the category.
The Maltesers Popcorn Flavour Giant Egg also launches market-wide, taking the Maltesers Bunny Popcorn Flavour into the giant egg format.
In-Store and Marketing Support
Mars Wrigley’s ‘Share Little Acts of Lightness’ platform brings the Easter range together in-store, with the ‘Win Spring Surprises’ POS activation expanding into small sharing this year. Following split-branded Maltesers and M&M’S displays having delivered a 19% value sales uplift, further split-branded FSDUs pair Maltesers with Galaxy Minstrels under ‘Share Little Acts of Indulgence’.
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!’, brings Maltesers and M&M’S eggs together across standalone displays and retailer websites.
Out of store, Mars Wrigley is investing in out of home, audio and PR, including a ‘Catch the Bunnies to Win Spring Surprises’ campaign to make Maltesers Bunny and Crispy M&M’S Bunny unmissable.
