RetailDetail EU
Europe - EN
  • België - NL
  • Belgique - FR
  • Nederland - NL
  • Europe - EN
  • Newsletter
  • Contact & Route
Members' area
  • Log in
  • Become a member
  • News
    • Food
    • Fashion
    • Home
    • Electronics
    • Beauty/Care
    • DIY/Garden
    • Leisure
    • General
  • Events
    • OVERVIEW EVENTS
    • EVENT PARTNERSHIPS
  • Advertising
    • PRINT ADVERTISING
    • ONLINE ADVERTISING
  • Members’ area
RetailDetail EU
Europe - EN
  • België - NL
  • Belgique - FR
  • Nederland - NL
  • Europe - EN
  • Newsletter
  • Contact & Route
  • News
    • Food
    • Fashion
    • Home
    • Electronics
    • Beauty/Care
    • DIY/Garden
    • Leisure
    • General
  • Events
    • OVERVIEW EVENTS
    • EVENT PARTNERSHIPS
  • Advertising
    • PRINT ADVERTISING
    • ONLINE ADVERTISING
  • Members’ area
Members' area
  • Log in
  • Become a member
thumb
Written by Maarten Reul
In this article
  • Tags product launch
  • Geography Belgium
Share article
  • facebook
  • instagram
  • twitter
  • linkedin
  • email

Mars launches M&M’s Chills

icon
Food22 April, 2022

Mars has launched a ‘bite size’ segment in the ice cream market with M&M’s Chills. As the innovation is produced in Belgium, Belgian retailers are the first to sell the novelty.

Made in Belgium

Thirty years after Mars entered the ice cream market with its frozen varieties of the Snickers, Mars, Twix and Bounty bars, the food producer now introduces its first bite size ice cream pralines. M&M’s Chills offer the complete M&M experience, but colder: they are colourful snacks with a layer of milk chocolate – ideal for sharing in cinemas, at barbecues and as dessert after meals.

The innovation is produced in Belgium, in collaboration with the Belgian Icecream Group that is famous for local giant IJsboerke. Mars Global Ice Cream Director Tom Leemans is proud that this product is launched as a world first in his own country: “We have developed the M&M’s Chills in close collaboration with consumer groups and after popular demand. I am proud to be able to launch this innovation in Belgium first.”

Two varieties

The launch is expected to be a big success: M&M’s is ‘at home’ in one in every three Belgian families and ranks fourth in the Belgian chocolate market, according to GfK. Moreover, ice cream is becoming ever more popular, driven by innovation like this one. Nielsen estimates the Belgian ice cream market at 217 million euros, with Mars’ segment growing faster than the total market.

The M&M’s Chills are sold in boxes of nine pralines and come in two varieties: Peanut en Salted Caramel. The recommended sales price will be 5.49 euros per box. M&M’s Chills will be sold in Belgian retailers and cinemas as of this month.

More about... Food
See more
  • icon
    Food18 July, 2025
    Polish joint venture joins purchasing alliance EMD

    European purchasing alliance European Marketing Distribution (EMD) will be welcoming a number of Polish supermarkets as new members next year. Their new joint venture is runner-up in the Polish market.

  • icon
    Food18 July, 2025
    “Retailers overlook hidden costs of food waste”

    Food waste costs supermarkets worldwide ninety billion euros every year. Halving that cost could increase food retailers’ tight profit margins by more than 20 %, a new report suggests.

  • icon
    Food18 July, 2025
    E.Leclerc seeks to buy 12 French Colruyt supermarkets

    Following Intermarché‘s bid for 81 Colruyt supermarkets in France, local market leader E.Leclerc has also made a concrete offer for twelve supermarkets. The fate of the dozen remaining stores is uncertain.

Events
  • 17
    Sep
    CAPTAINS OF RETAIL 2025 – EDITION II
  • 25
    Sep
    RETAIL MARKETING DAY 2025
Most read
  • icon
    General20 June, 2025
    Fashion and hospitality boost El Corte Inglés’ profits
  • icon
    Food27 June, 2025
    Kaufland reorganizes its marketing department following Lidl’s example
  • icon
    General10 July, 2025
    “New” Pepco reports record revenue after Poundland sale
  • icon
    Electronics19 June, 2025
    “More than half of all consumer electronics will be sold online by 2026”
Follow RetailDetail
  • socialFacebook
  • socialTwitter
  • socialInstagram
  • sociallinkedIn
footer-logo
RetailDetail, the leading b2b-retailcommunity in the Benelux, keeps retail professionals up-to-date by means of online & offline publications, retail events, inspiring retail hunts and the unique co-creation platform The Loop, where retailers and their suppliers can experience the future of shopping.
Mailing Address
Kolveniersstraat 7, bus 26 2000 Antwerp
Visiting address
Stadsfeestzaal – Meir 78 2000 Antwerp
How to reach us:
Directions
© 2025 RetailDetail
general conditions | privacy policy
Contact us About us info@retaildetail.be
We use cookies on our website to give you the most relevant experience by remembering your preferences and repeat visits. By clicking “Accept All”, you consent to the use of ALL the cookies.
Accept All
Manage consent

Privacy Overview

This website uses cookies to improve your experience while you navigate through the website. Out of these, the cookies that are categorized as necessary are stored on your browser as they are essential for the working of basic functionalities of the website. We also use third-party cookies that help us analyze and understand how you use this website. These cookies will be stored in your browser only with your consent. You also have the option to opt-out of these cookies. But opting out of some of these cookies may affect your browsing experience.
Necessary
Always Enabled
Necessary cookies are absolutely essential for the website to function properly. This category only includes cookies that ensures basic functionalities and security features of the website. These cookies do not store any personal information.
Non-necessary
Any cookies that may not be particularly necessary for the website to function and is used specifically to collect user personal data via analytics, ads, other embedded contents are termed as non-necessary cookies. It is mandatory to procure user consent prior to running these cookies on your website.
SAVE & ACCEPT