Confectionery maker Mars International is launching the world’s biggest confectionery brand M&M’s in the country.
Mars’ top selling brand across markets, M&M’s which tops sales of over a billion dollars, will add to the company’s domestic portfolio which includes Mars, Snickers, Galaxy and Bounty.
Mars Chocolate Ltd general manager Andrew Leakey stated that the company believes that there is huge opportunity for the nascent, bite-size, shareable snack category. Snickers, now manufactured locally, is Mars’ biggest selling in India.
M&M’s are being imported but the company would consider local manufacturing in the medium term, Leakey added. Though in a similar format as rival Cadbury’s Gems, M&M’s are priced premium compared to the former.