Snacking has been on the rise for some time, but even more so during the pandemic as people seek out comfort and simplicity through food. At a time when people are eager to treat themselves, Target is launching a snack brand with more than 700 indulgent products, from ice cream to macarons.

A 2021 survey has revealed that Americans are likely to indulge in at least one thing during the holiday season. With many people still feeling the pinch, however, combining this desire to splurge on experiences with a sense of permissible and responsible indulgence is likely to land.

The pandemic has inflated opposite extremes of consumer attitudes towards snacking – in terms of health and excess – while exposing the need for a rethink towards product placement. What types of behaviors will dictate the new normal, and how should snack brands adapt?

The 80-year-old chocolate brand M&M’s has gone from strength to strength thanks to its innovation and character-led storytelling. From co-created products to the opening of two new flagship stores, the Mars Group company is a heritage brand that knows how to keep up with the times.