Dollar General Promotes Exclusive M&M’s SKU

Cyndi Loza
Associate Editor, Path to Purchase Institute
Cyndi Loza profile picture

Dollar General is exclusively stocking “orange vanilla creme”-flavored M&M’s candies from Mars Inc. The retailer describes the limited-time confectionery as white chocolate candies with “flavor hints of orange and vanilla wrapped in the brand’s signature colorful shell.”

Loosely inspired by Unilever’s “creamsicle” orange- and vanilla-flavored ice cream, the SKU is priced at $3.25 per 9-ounce pack (or two packs for $6). Dollar General is drumming up additional support for the candy by dangling a digital coupon for $2 off the purchase of $10 worth of any M&M’s items. In stores, custom floorstands tout the product’s exclusivity and the digital offer, which expires Jan. 21, 2021.

Orange vanilla cream M&M’s first hit shelves at Dollar General for a limited time in April 2018. At the time, the brand donated $1 (up to $20,000) for every bag sold to the Dollar General Literacy Foundation.

The dollar store chain regularly teams with manufacturers on exclusive products or bulk-purchase incentives. Among other recent account-specific activity:

• Kellogg Co.’s Pringles promised Dollar General shoppers who purchased any two cans of Pringles a free can of wavy Pringles via digital coupon. Account-specific floorstands touted the offer as valid from March 16 through April 19 (though the details for the digital offer on communicated it as valid through April 26).

• PepsiCo dangled a “buy 4, get 1 free” digital offer on 32-ounce beverages from Gatorade via endcaps that were outfitted with account-specific headers and signage encouraging shoppers to text “Gatorade” to a promotional number to obtain the offer. The digital offer expired April 30.

• Coca-Cola Co. deployed two account-specific floorstands to plug the beverage giant’s new Coke Energy drinks and cherry-vanilla flavored beverages, respectively. The retailer drummed up additional support for Coca-Cola “Cherry Vanilla” beverages with a carousel ad plugging a digital offer for $1 off the purchase of three single-serve products from the manufacturer.