Mars has introduced M&M’S Honey Roasted Peanut, a new permanent flavor that blends crunchy roasted peanuts with a touch of honey sweetness, all coated in classic M&M’S milk chocolate. Launching nationwide in September, this innovation responds to consumer demand for sweet-and-salty snacks while refreshing the beloved M&M’S Peanut.
Available in multiple sizes, from singles to sharing pouches, the product joins Mars’ growing lineup of creative flavors. Visit the M&M’S web page or browse the full M&M’S product range to explore the latest candy innovations.
A nutty new twist is buzzing in
M&M’S announced the arrival of Honey Roasted Peanut, a flavor innovation that adds a golden honey glaze to roasted peanuts before coating them in silky milk chocolate and candy shells.
The combination delivers the crunchy texture fans love with a salty-sweet upgrade. Unlike seasonal experiments, this flavor isn’t a limited edition; it’s here to stay.
Mars brings the fun
The launch comes from Mars Wrigley North America, the team behind iconic M&M’S flavors worldwide. According to Martin Terwilliger, Vice President of Marketing, the goal was to extend the legacy of M&M’S Peanut while giving fans something new to share:
“We know how much our fans love M&M’S Peanut, so we wanted to bring forward an innovation that builds on the classic flavor — but this time through the popular combination of sweet and salty.”
September is the sweet spot
The candy will roll out starting September 2025, just in time for back-to-school snacking and cozy fall cravings. Retailers nationwide and MMS.com will carry the new flavor in Single-Size (1.63 oz), Share-Size (2.83 oz), and Sharing-Size Stand-up Pouches (8.6 oz).
The timing positions Honey Roasted Peanut to capture both everyday snacking moments and seasonal sales spikes.
Honey-roasted peanuts meet modern cravings
Consumers today are seeking complexity: snacks that strike a balance between indulgence and savory satisfaction. Honey-roasted peanuts are a familiar, nostalgic flavor that makes sense for M&M’S to elevate.
By leaning into the sweet-and-salty trend, Mars ensures M&M’S stays relevant while expanding its reach beyond traditional chocolate buyers.
Buzzing trends and retail wins
This launch resonates across the confectionery industry by:
- Reinforcing the sweet + salty trend dominating snack aisles.
- Offering retailers a permanent flavor innovation rather than a fleeting promo.
- Boosting cross-merchandising with nuts, popcorn, and other salty snacks.
- Inspiring opportunities for private label candy makers to experiment with honey or nut infusions.
The impact doesn’t stop there. For wholesalers, Honey Roasted Peanut opens the door to new pack-size strategies designed for clubs, convenience stores, and even travel retail. For co-manufacturers, the use of honey as a natural sweetener provides a case study in how to adapt nostalgic flavors for modern health-conscious consumers who still want indulgence.
Mars isn’t stopping with flavor innovations. Later this fall, M&M’S will take snacking a step further with the launch of M&M’S POP’d Caramel: a freeze-dried, airy twist on classic caramel M&M’S. By exploring new textures and shareable, social-media-ready formats, Mars continues to blend nostalgia with bold, playful innovation, giving fans multiple ways to experience M&M’S in exciting and modern ways.
And the M&M’S excitement doesn’t stop at flavor. Next month, the brand will step into the world of fashion with the limited-edition M&M’S x Crocs collection, blending candy-inspired colors and characters into playful footwear. It’s another example of how M&M’S is extending its iconic identity beyond snacking, creating memorable experiences for fans in new ways.
Bee-yond just another candy drop
M&M’S Honey Roasted Peanut isn’t a seasonal stunt; it’s a permanent expansion that blends nostalgia with innovation. By tapping into flavor trends while staying true to the M&M’S identity, Mars strengthens its hold on both retail shelves and consumer taste buds. Expect this bee-inspired delight to stick around for years, buzzing with potential for bulk buyers, wholesalers, and everyday candy fans.
For more insights on the latest candy trends, explore our ingredient and private label solutions. Contact us today — sweetening life shouldn’t be complicated, and now it’s bee-yond delicious!
