• Brandweek, Wednesday, April 2, 2008 11:45 AM

Mars is readying its M&M's Premiums--in Triple Chocolate, Chocolate Almond, Mint, Mocha and Raspberry Almond flavors--for a June rollout. The product's 6-oz. bags will be priced at more than $3, and integrated ad support will begin by July or August, retail trade sources say.

Trade literature contends the M&M's Premiums will not cannibalize the core M&M's brand because Mars is targeting what it dubs the "Savvy Socials"--women who shop premium categories, like to show their sense of style and entertain. Seasonal package extensions for Christmas, Easter and Mother's Day (2009) will be part of the mix.

Meanwhile, Hershey's Bliss--individually wrapped bite-sized pieces of Milk Chocolate, Dark Chocolate and Milk Chocolate Meltaway--is launching it first campaign this week. Bliss is positioned as an indulgence for everyday life. Two TV spots--aimed at women--say, "Bliss is everywhere. You just have to unwrap it."

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