Iconic candy brand M&M’s is partnering with Milk Bar founder Christina Tosi to promote the release of its new M&M’s Crunchy Cookie flavor. In celebration, Tosi will release 100, one-time-only cookies hand-baked by her as part of a limited cookie drop.
“Thinking up new and never-before-heard-of desserts is what I love to do, so the opportunity to develop a Mars cookie inspired by the new M&M’s Crunchy Cookie candies was a real treat,” says Christina Tosi, founder and chief executive officer of Milk Bar. “The texture and crunch of M&M’s Crunchy Cookie is so unique, it was important to me that I designed the M&M’s x Christina Tosi Crunchy Cookie crunchy cookie to include layers of crunch to mimic the M&M’s candy, so that each bite offers the ultimate crunchy cookie experience.”
The limited run M&M’s x Christina Tosi Crunchy Cookie crunchy cookie features a vanilla cookie base studded with M&M’s Crunchy Cookie candies in the center, surrounded by mini, crispy, chocolate chip cookies.
Beginning today, fans can scan the QR code on M&M’s Crunchy Cookie packs or visit its website to sign up to be notified when the limited-run of M&M’s x Christina Tosi Crunchy Cookie crunchy cookies drop. M&M’s will announce when the drop goes live through social media and by emailing those who opted-in to be notified via pre-registration. The window to claim a cookie will only be open for a limited time and will be based on a first come, first served basis.
M&M’s will donate $10,000 on behalf of the M&M’s x Christina Tosi partnership to support the students of Food and Finance High School, New York City’s only culinary-focused public high school, through the Food Education Fund, a nonprofit organization that leverages experiential learning to prepare and empower culinary arts students to continue their education and cultivate sustainable careers.
“M&M’s and Mars have long been committed to creating all kinds of colorful fun,” says Allison Miazga-Bedrick, senior brand director at Mars Wrigley. “Celebrating the new M&M’s Crunchy Cookie flavor with a one-time-only, limited cookie drop together with Christina Tosi allows us to invite our Mars fans to get in on the fun and experience something unlike anything we’ve done before. M&M’s is a brand that believes fun is the most powerful way to help people feel that they belong, so Mars is thrilled to offer more moments of fun to our fans as we celebrate the launch of M&M’s Crunchy Cookie.”
Those who miss out on the M&M’s x Christina Tosi Crunchy Cookie crunchy cookies can still get in on the fun by opting in to receive the recipe through email, so they can make the treat at home. Fans can also tune into Christina Tosi’s weekly Bake Club on Monday, April 4 at 2 pm EST on her Instagram as she takes viewers through the step-by-step creation of the M&M’s x Christina Tosi Crunchy Cookie crunchy cookies.