Mars and Warner Bros have partnered to launch limited-edition M&Ms packaging inspired by Christmas films including Elf and A Christmas Story.
The Holiday Blend Collection contains a mix of red and green M&Ms in peanut and milk chocolate flavours. The new packaging - yellow for peanut M&Ms or green for milk chocolate – depicts M&Ms characters on TV screens with a snowy landscape or Christmas tree behind them.
The companies state that consumers who buy three participating M&Ms packs in one transaction can download or stream one of the featured films. Previous M&Ms collaborations include Practical Magic 2 and Love Island themed packs.
In related news, this summer Mars claimed that over 67% of its consumer-facing packaging is designed to be recyclable, reusable or compostable, according to its latest sustainability report. The report also outlined industry-wide challenges with infrastructural limitations and access to food-safe recyclate.
In other food packaging news, in July Mondelēz International teamed up with Amcor, LyondellBasell, and Taghleef Industries to implement 75% chemically recycled content into the flexible packaging for Marabou chocolate bars. LyondellBasell’s CirculenRevive polymers are used to replace fossil-based feedstocks in existing production processes and attributed to end products via an ISCC PLUS-certified mass balance approach.
