Mars Wrigley has teamed up with ASDA and Vue, to offer M&M’S® fans a chance to create a bespoke treat with an assortment of their favourite colours.
The iconic M&M’S® COLOURWORKS®, customisable mix station, will be available nationwide at select ASDA and Vue sites across the UK.
Consumers will be able to create a unique combination of M&M’S® Peanut from the eight colour options, including a greater combination of colours, white, purple, red, yellow, green, orange, blue and pink which go over and above those available in standard packets.
Sophia Padt, Senior Brand Manager for M&M’S® said: “Everyone has a favourite M&M’S® colour so the truly bespoke nature of COLOURWORKS® gives consumers a chance to create their perfect treat and also in a sustainable way as the COLOURWORKS® cup can be brought back for future purchases.
“M&M’S® is a brand that is all about creating moments of everyday happiness and fun so we are delighted to partner with ASDA and Vue to offer this colourful experience that would otherwise only be possible in our M&M’S® World stores.”
Jack Clayton, Confectionery Buying Manager for ASDA said: “We’re excited to be able to brighten our customers’ shopping experience with M&M’S® COLOURWORKS® in select stores nationwide. We look forward to giving our shoppers exactly what they want as they experiment with colours and try new combinations of their favourite M&M’S® treats.”
Jamie Graham, Head of Retail for Vue said: “We are thrilled to announce that M&M’S® COLOURWORKS® will be in 36 of our cinemas across the UK. As people get lost in great stories, at the home of the ultimate big screen experience, we are delighted to offer a new personalised way of enjoying one of our customers’ favourite treats.”
In September 2022, for the first time in a decade, the iconic M&M’S® crew was expanded with the introduction of a new character and spokescandy, Purple. M&M’S® COLOURWORKS® gives UK consumers yet more exciting ways to enjoy this colour, in addition to M&M’S® World London and MMS.com. M&M’S® will be available to buy from COLOURWORKS® in 225g cups.
Ten COLOURWORKS® stations have been installed in ASDA stores in Havant, Linwood, Leicester, Runcorn, Slough, Sutton Coldfield, Tamworth, Trafford Park, Manchester, Watford and West Bridgford, Nottingham.
The 36 VUE venues across the UK include London Westfield, Leeds, Birmingham Star City, Edinburgh Omni, Sheffield, Bristol and Manchester Printworks.
