What’s New

NEW 3 MUSKETEERS® Birthday Cake

3 MUSKETEERS® will be launching the brand’s first new flavor in six years – Birthday Cake. The candy bar features a vanilla-flavored nougat and colorful sprinkles, covered in rich milk chocolate.

Birthday Cake is a growing trend with sales increasing in the flavor more than 29 percent since 20171 and a 260 percent increase in trend engagement among millennials in the same time period.2

Available in Walmart beginning October 2018 and nationally January 2019.

Brand History

An American favorite since 1932, the iconic 3 MUSKETEERS® bar offers a light and fluffy chocolate nougat center wrapped in delectable milk chocolate.


In addition to the iconic candy bar, the 3 MUSKETEERS® Brand portfolio includes:

3 MUSKETEERS® Birthday Cake in a Share Size bar (2.14 oz.) and Miniatures Stand Up Pouches (8.4 oz., approximately 28 pieces).

Connect With The Brand

Brand Insights

  • Brand will continue to create engaging, all-digital content that’s authentic to teens to influence consumers and drive relevancy.
    • Teens are more likely to support brands that take a stand on social issues.3
    • Brand repertoire consumption is greatest during teen years, and preferences developed to last!4
  • Additionally, 3 MUSKETEERS® brand will continue to focus on a grassroots, all-digital program to bring to life its purpose which is to “spread positivity”. 3 MUSKETEERS® creates small moments of joy that promote a positive, pay-it-forward mentality by asking consumers to #ThrowShine and share a bar.

1 Nielsen Database, Total US xAOC incl Convenience, $ Sales, 52 Weeks Rolling, 1/25/2018

2 New York Times

 3 How Gen Z Are Leading Brands to Listen and Act, Mediapost, March 2018

4 Marketing to Generation Z, Havas People White Paper, December 2014


Media contacts


Arabella Smith

(201) 841-3495