Convenience stores play an integral role among today’s consumers and as consumer behavior and the retail experience have shifted over the past few years, shopping methods that offer speed and convenience are becoming increasingly valuable.

According to NACS, 93% of Americans say they are within 10 minutes of a convenience store, and half of the U.S. population over the age of 14 shops at a convenience store every day.

As a result, convenience stores are a top destination for today’s consumer—and Mars Wrigley understands that consumers are looking for more experiences and new ways to enjoy their favorite brands, which has been a key driver of the company’s recent innovations.

While onsite at the NACS Show, Mars Wrigley unveiled some of the company’s most recent insights-backed innovations that c-store shoppers will begin to see on shelves, including:

• M&M’S^® Peanut Butter & Jelly, featuring berry flavored bite-sized chocolate treats with a deliciously smooth peanut butter center.
• SKITTLES^® POP’d, which provides fans an unexpectedly crunchy, crispy way to enjoy the iconic SKITTLES^® fruity flavors they know and love.
• M&M’S^® Peanut Butter Ice Cream Cookie Sandwich, a multi-texture experience that combines M&M’S^® Milk Chocolate Minis candies, baked sugar cookies and a rich, creamy peanut butter ice cream in one place.
• MILKY WAY^® Ice Cream Bars, made with creamy chocolate ice cream, smooth caramel and covered in a chocolate shell, the bars are now available in a single pack—ideal for the c-store customer treating themselves on-the-go.

“We know c-store shoppers, and those on the go, are adventurous with their purchases—it’s where they discover new products and find joy in having a variety of options to explore,” said Jim Dodge, Vice President of Convenience at Mars Wrigley. “To reach core consumers, drive category growth and attract new audiences, we’re looking at new formats and texture offerings from some of our iconic brands to drive trial and enthusiasm.”

Variety is the spice of life for c-store customers

Consumers on the move are more likely to be adventurous with their purchases, making variety key—71% of adult consumers find new products and brands in convenience stores. Mars Wrigley is leveraging the convenience channel to showcase new formats and texture offerings from some of its iconic brands.

For instance, when it comes to pairing chocolate with a flavor, peanut butter is the most sought-after flavor by consumers in the category. M&M’S^® recognized the opportunity to lean into the comfort of peanut butter with the launch of M&M’S^® Peanut Butter & Jelly. At the intersection of nostalgia and adventure, the latest star of the M&M’S^® Peanut Butter portfolio is perfect for the c-store shopper.

Heading over into frozen treats, there are beloved and new flavors for brand fans to explore, including MILKY WAY^® Ice Cream Bars, a delicious treat that takes satisfaction to a new, frozen level. And for peanut butter fans, M&M’S^® Peanut Butter Ice Cream Cookie Sandwich brings the great taste of M&M’S^® Peanut Butter in an Ice Cream Cookie Sandwich.

Treats, not tricks: Shopping for the seasons

C-store consumers are tuned into the seasons and want to participate in fun ways, including through impulse purchases on-the-go. As seasons are extending, consumers are celebrating with activities and rituals that take place across the seasons, and they plan and shop for these occasions well in advance. For example, while Halloween takes place in a few weeks, consumers started celebrating months in advance with moments like “Summerween” and “Augtober” trending this summer. The inaugural “Mars Tricks, Treats and Trends” report found that 85% of those planning to celebrate Halloween this year plan to go bigger or retain similar plans compared to last year—this is even higher for Gen Z and Millennials at 90%.

Gen Z’s affinity for convenience

Gen Z is particularly loyal to c-stores, providing an opportunity to build further fandom with a younger generation. Building on this opportunity, and the generation’s love for fruity flavors, SKITTLES^® announced SKITTLES^® POP’d in October. SKITTLES^® POP’d taps into the rapidly growing freeze-dried candy trend, while aligning with Gen Z’s unique texture preferences to deliver an unexpected experience.

Don’t miss out on trying these new treats—grab the latest innovations from Mars Wrigley’s iconic brands at your local convenience store.