Mars Wrigley Will Launch 2027 Easter Product Line
The confectioner is adding new M&M's and Maltesers items to its seasonal inventory starting in early 2027.
Updated on Oct. 13, 2026 in Desserts
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Do you plan to purchase new brand-themed snacks for your Easter celebrations next year?
Mars Wrigley announced plans for its 2027 Easter lineup, featuring new additions to the M&M's and Maltesers brands. These products are designed to meet consumer demand for diverse treating and gifting formats during the holiday season.
Why it matters
The company is expanding its offerings to capitalize on seasonal gifting trends, specifically targeting the popular large and extra-large egg categories. This strategy aligns product availability with the peak consumption periods observed during the spring.
Large and extra-large eggs currently represent more than half of traditional egg sales volume. The 2027 expansion includes M&M's Crispy Mini Bunnies and two Maltesers varieties: the White XL Egg and the Popcorn Flavour Giant Egg.
The players
Mars Wrigley
Mars Wrigley is a global manufacturer of confectionery, food, and pet care products that oversees iconic snack brands including M&M's and Maltesers.
The details
The rollout will be supported by a multifaceted marketing approach including out-of-home advertising, audio spots, and PR campaigns. Shoppers will find the new items via in-store displays, digital screens, and clip strips in retail locations.
Timeline
The new and returning products will become available beginning in January 2027.
The core Easter period for the 2027 product line is during Easter 2027.
Culture Shift
This release reflects the broader retail shift toward maximizing holiday-specific product formats to capture seasonal consumer spending. It follows the historical consumer preference for large and extra-large Easter eggs, which continues to drive the majority of sales volume in the confectionery sector.
Shoppers can expect to see these new Easter-themed items appearing on retail shelves starting early next year. The increased availability of specialized formats like mini bunnies and giant eggs offers more options for holiday gifting and treats.
The takeaway
Consumers looking for seasonal items should keep an eye on retail displays starting in January. Preparing for holiday gifting early can help shoppers secure specific specialty products before peak demand arrives at Easter.
Further reading
Explore more trends and product developments in the Desserts section.
Live Poll
Do you plan to purchase new brand-themed snacks for your Easter celebrations next year?
