M&M’s will join the Tour de France and the Tour de France Femmes with Zwift as an official supplier, marking the Mars brand’s first participation in the cycling events.

The 2026 partnership includes a traveling M&M’s caravan designed to engage spectators along the race routes. According to Mars, the caravan will feature six custom vehicles decorated with more than 600 giant M&M’s candies. The campaign also includes an interactive storyline about the brand’s spokescandies on a cycling-themed search for Yellow, who is disguised as a Tour de France spectator. Fans along the route will receive M&M’s sample packs, giveaways and opportunities to meet brand characters.

Mars said the caravan’s journey will begin at its production facility in Haguenau, France. The Alsace site has operated for more than 50 years and is M&M’s largest European manufacturing plant. The Haguenau facility produces more than 50 billion M&M’s candies annually. Mars said about 70% of the plant’s output is exported to 40 countries.

Victoria Abramova, president and CEO of Mars Wrigley France, said the partnership reflects the company’s focus on shared consumer experiences. “The Tour de France and M&M’s share common values of joy, connection, and shared moments of celebration,” Abramova said.

The move by Mars reflects the continued value of major sports platforms in driving brand visibility, sampling and consumer engagement for packaged snacks.