Could M&MS Peanut Butter and Jelly spark a new candy trend?

As the first new flavor in several years, M&MS Peanut Butter and Jelly takes the iconic candy brand in a new direction. Could this new flavor be the first example of a new candy trend?

M&MS candy has become more than just a handful of candy-coated poppable bites. While people can debate their preference over plain or peanut, the reality is these simple treats have become part of celebrations, pop culture, and even culinary creativity. Whether it is special message for a graduation or particular colors for game day, the classic candy is always front and center.

Over the years, the Mars Wrigley candy brand has looked beyond the classic flavors. Today’s offerings include crispy, pretzel, and even some special limited edition, seasonal treats.

The specialty flavors expand people’s appreciation for what M&MS can be. From mixing a scoop into a luscious vanilla ice cream to studding a cake with copious amounts of candies, there are always plenty of reasons to open a bag.

When the brand announced that Peanut Butter and Jelly was joining the line-up, it sparked great curiosity. Although there are plenty of peanuty or nutty flavors, this option took a class food and interpreted it in a whole new light.

Speaking to the new MMS Peanut Butter and Jelly, Gabrielle Wesley, Chief Marketing Officer, Mars Wrigley North America said, “Peanut butter M&M'S have always been a popular flavor with our fans, so we're excited to double down on their excitement - with a twist. Our new M&M'S Peanut Butter and Jelly taps into a cross-generational staple, turning a delicious and comforting snack into a bite-sized treat to be enjoyed and shared.”

While people will have their own opinions on the overall flavor, the reality is that this new option is more than just another flavor. It plays into the nostalgia vibe that continues to be a food trend. All ages want that familiar taste interpretated in a new way. Sometimes the most satisfying tastes are the ones that touch a sense memory in a satisfying way.

From adding these candies into a cookie for a decadent treat or even just adding a few to s sundae, there are plenty of recipe ideas. Whether someone can add a riff on a PBJ with these M&MS remains to be seen, but it is worthy of exploration. Why not push the culinary creativity level.

Since MMS is bringing new ideas to the shelf, it will be interesting to what the next flavor launch will be. While the brand has hit seasonal, crunchy, sweet, and nostalgia, it might be time to think completely out of the box. Could a spicy M&MS or a savory candy be on the horizon? With people’s willingness to try, anything is possible.

For now, the new M&MS Peanut Butter and Jelly will hit stores in December 2024. Just in time for all that holiday baking, it might even make a great treat for Santa. After all, he’s always looking to add people to his nice list.