Mars launches M&M’S POP’d Caramel, the first freeze-dried candy from the brand

Mars Wrigley has launched M&M’s POP’d Caramel, marking M&M’s first entry into the freeze-dried candy category and expanding its “POP’d” snack platform that began with Skittles. POP’d Caramel combines the familiar caramel flavor of M&M’s with a new, crispy and airy texture.

The product will initially be available in a 5.5-oz stand-up pouch, with a staged rollout beginning on TikTok Shop and the M&M’s website on November 3, followed by M&M’s retail stores on November 10. Nationwide availability in retail stores is set for January 2026, with additional package sizes expected later.

Mars says POP’d Caramel is designed to tap into consumer demand for novel textures and shareable snacks, citing the success of the Skittles POP’d launch and trends on social media platforms like TikTok. “We’re giving fans a whole new way to enjoy the classic caramel flavor,” said Martin Terwilliger, vice president of marketing for Mars Wrigley North America.

Why this matters

Freeze-dried snacks are growing rapidly, fueled by novelty, shareable formats and strong social media interest.

M&M’s POP’d Caramel may have a strong appeal in convenience and impulse channels. Consider positioning this product near other impulse snacks to leverage its pop-culture appeal.