Mars Wrigley has unveiled its 2025 festive line-up, tapping into the growing trends of nostalgia, gifting and indulgence with new product innovations aimed at both retailers and consumers.

The food giant has reported a significant increase in the Christmas category, with value and unit sales rising by 8.5% and 4.5%, respectively, in 2024.

In response to this trend, the company is launching several new products that blend classic flavours with contemporary twists.

Notably, the introduction of a Gingerbread Malteser Reindeer adds a seasonal flavour to the brand's popular line. This product will be available in multiple formats, including single servings, a mini version and as part of a Christmas mix, catering to various consumer preferences.

Additionally, building on the success of last year’s M&M’s Crispy Milk Chocolate Santa, Mars is expanding the M&M’s Santa range with a new Five Pack. This convenient format is targeted at consumers looking for easy gifting options, whether for stocking stuffers or workplace sharing.

The company is also tapping into the premium gifting trend with the launch of its Maltesers Assorted Truffles Advent Calendar. This product aims to elevate the traditional Christmas countdown experience, providing retailers with an opportunity to offer consumers a luxurious option during the festive season.

Mars is refreshing its selection boxes as well, with updated packaging for collections such as Twix, Skittles and Galaxy. The new designs are intended to capture shopper attention on retail shelves, enhancing the appeal of these established favourites.

Laura O’Neill, senior brand manager for Christmas at Mars Wrigley, highlighted the importance of innovation in driving growth during the festive period: “Refreshing product ranges with new flavours and formats is essential during the festive season".

She continued: "Innovation is a key driver, with new product development contributing 27% of Christmas 2024 growth. During this time, shoppers naturally turn to trusted brands for moments of nostalgia and indulgence."

"By combining nostalgic flavours, exciting innovations, accessible price points and premium choices, Mars Wrigley is providing retailers with the tools they need to drive sales, grow their audience and make the most of the festive trading period.”