We’ve seen luxury candy before, but this might be one of the first examples of a well known consumer label that is adding a more prestige product line.
I hate M&M’s, and I am pretty darn sure I will also hate posh M&M’s. But that alone is not a reason to avoid spreading the news; the idea is quite interesting.
The new line, called M&M’s Premiums, is about to be launched to “attract a young, fashion-conscious consumer to the product.” The launch campaign will appear product placement at New York Fashion Week next month.
So why are they different, what makes them better? Well, they are made from an entirely different chocolate recipe and sport a speckled metallic skin instead of the bright colours that we are more used to. Apparently this also means there’s no crunch, just an exterior sheen.
Key Themes Behind This Trend
- Luxury Candy
- Disruptive innovation opportunity: Create premium candy lines with unique recipes and sophisticated designs to target fashion-conscious consumers.
- Fashion-forward Food
- Disruptive innovation opportunity: Explore the intersection of fashion and food by introducing stylish and trendy packaging for food products.
- Gourmet Chocolates
- Disruptive innovation opportunity: Develop high-quality chocolates with unique flavor profiles and packaging to cater to the luxury market.
Where This Applies
- Confectionery
- Disruptive innovation opportunity: Collaborate with fashion brands to create exclusive confectionery lines that appeal to style-conscious consumers.
- Fashion
- Disruptive innovation opportunity: Partner with food companies to create fashion-inspired food products and promote them through fashion events.
- Chocolate
- Disruptive innovation opportunity: Experiment with new recipes and design techniques to create premium chocolate products for luxury markets.
