Mars International to launch global chocolate leader M&Ms

NEW DELHI: Confectionery maker Mars International on Wednesday said it is launching the world's biggest confectionery brand M&M's in the country.

Mars' top selling brand across markets, M&M's which tops sales of over a billion dollars, will add to the company's domestic portfolio which includes Mars, Snickers, Galaxy and Bounty.

Mars Chocolate Ltd general manager Andrew Leakey said: "We believe there is huge opportunity for the nascent, bite-size, shareable snack category."He said Snickers, now manufactured locally, is Mars' biggest selling in India.

M&M's are being imported but the company would consider local manufacturing in the medium term, Leakey added. Though in a similar format as rival Cadbury's Gems, M&M's are priced premium compared to the former.