# Functional Candy-Inspired Milk Beverages M&M’s Brownie Milk is High in Protein By Michael Hemsworth | Published 2022-06-14 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/mms-brownie-milk References: [talkingretail](https://www.talkingretail.com/products-news/soft-drinks/mms-brownie-milk-set-to-hit-the-shelves-13-06-2022/) & [marschocolatedrinksandtreats](https://www.marschocolatedrinksandtreats.com)  The [M&M’s](https://www.trendhunter.com/trends/mms-caramel-cold-brew) Brownie Milk is a new refreshment from [Mars Chocolate Drinks &](https://www.trendhunter.com/trends/chocolate-milks) Treats for consumers to choose when seeking out a way to satisfy their sweet tooth in a functional way. The drink features the flavor of chocolate brownies with the classic M&M candy shell mixed with milk for a familiar flavor experience. The drink boasts a high-protein formula to make it a functional food product that is part of a balanced diet. General Manager at Mars Chocolate Drinks & treats Michelle Frost commented on the new M&M’s Brownie Milk saying, "We believe the strength of the M&M’s brand, which is being supported by a £4m media investment, will attract new customers. Sales of our range of [chocolate milk drinks](https://www.trendhunter.com/trends/trumoo-zero) are outperforming this important sub-category with 20% growth, and we are confident that the launch of M&M’s Brownie Milk will see our sales continue to increase.” ## Trend Insights (Trend Hunter) - Score: 4.6/10 - Popularity: 49% | Activity: 76% | Freshness: 12% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Branding](https://www.trendhunter.com/branding) ## Key Themes ### Key Themes Behind This Trend - **Functional Beverages:** The rise in demand for health-focused beverages creates opportunities to develop functional drinks with added nutrients and benefits. - **Sweet Treat Flavored Milk:** Creating a line of flavored milk products inspired by sweet treats, such as brownies, offers a unique spin on traditional milk flavors. - **High-protein Products:** As consumers continue to prioritize health and fitness, developing high-protein products presents a disruptive innovation opportunity for companies to capitalize on this trend. ### Where This Applies - **Beverage Industry:** The beverage industry can continue to innovate and evolve by creating functional, nutrient-rich drinks that offer unique flavors and health benefits. - **Snack Industry:** Snack companies can expand into the beverage space by developing drink products that carry a similar flavor profile to their popular snacks. - **Fitness Industry:** Fitness companies can partner with food and beverage manufacturers to co-create high-protein products that cater to the needs of athletes and fitness enthusiasts. ## Related on Trend Hunter - [Protein-Rich Candy Bar Milks](https://www.trendhunter.com/trends/chocolate-milks.md) - [Chocolate Bar Protein Supplements](https://www.trendhunter.com/trends/myprotein-x-mars.md) - [Cold Coffee-Inspired Candies](https://www.trendhunter.com/trends/mms-caramel-cold-brew.md) - [Ultra-Filtered Flavored Protein Milks](https://www.trendhunter.com/trends/barebells-milk-drink.md) - [Canned Candy-Flavored Milk Drinks](https://www.trendhunter.com/trends/canned-milk-drinks.md) - [Protein-Rich Chocolate Malt Mixes](https://www.trendhunter.com/trends/nestl-milo-pro.md) - [Ice Cream-Flavored Protein Shakes](https://www.trendhunter.com/trends/barebells-cookies-cream.md) - [Compact Protein Drinks](https://www.trendhunter.com/trends/mars-protein-drink-lite.md) - [Campfire Treat Protein Shakes](https://www.trendhunter.com/trends/muscle-milk-smores.md)