The journey from “Look for the M on every piece” to “Melts in your mouth, not in your hand”. Catchy sweet taglines have gone through a bitter past and many twists and turns. M&M or umm, thinking about which your mouth starts watering, you start feeling the tastes of chocolate melting in your mouth and veins. LOL!
Have you ever wondered where this M&M comes from? It sounds like something similar to the chocolatier Willy Wonka and his chocolate factory, where you all are Charlie. There are very famous two candy makers, with the initial ‘M’ in their names and were responsible for the production of beloved candy.
STORY BEHIND M&M: originally made for easy transportation of chocolate by soldiers
In 1911, Frank C. Mars founded Mars incorporated a small candy business in Tacoma, Washington. Later he handed his business to his son Forrest Mars.
Forrest Mars in abroad once observed soldiers eating chocolate pellets called smarties, with centered chocolate and outer hard shell during World War II. The hard shell allowed the chocolates not to melt under the sun and easily carried by soldiers.
In 1940’s Forrest E. Mars, Sr., returned to the United States claiming his spot in his father’s company. He was not happy with the way his father was running the company. And soon, he looked for another partner which became the other ‘M’ in M&M’S. Guess who? Bruce Murrie who was the son of a candy magnate William Murrie. They both developed M&M’S Limited in Newark, New Jersey as Mars had the patent for the candy, and Murrie had the chocolate.
M&M’S Plain Chocolate candies were brought up in 1941. It was easily accepted by the United States and solely sold to the soldiers as the candies were heat resistant and easy to carry.
M&M’S being one of the biggest competitors now as HERSHEY’S Chocolate
With the exciting jump in sales later became their bad luck. Sales came a new low for Mars and Murrie. Murrie realized as the popularity was on the moon, Mars had become a dark moon to his work. Later, Murrie paid $1 million to Mars just to get rid of him.
Mars alone brought the M&M company back under the name of Mars only and named it as Hershey’s chocolate.
By 1950, M&M had become so popular that to give their identity. Each candy was cleverly stamped with the famous, ‘M’ (black in color) with a slogan “look for the M on every piece”.
In 1954, M&M’S Peanut Chocolate Candies were introduced where the color black of M was changed to white.
In the 1960s, M&M’S Fruit Chews were introduced and later developed into ‘STARBUST’. A new tagline was also introduced ‘Melts in your mouth, not in your hand”, which further boosts their popularity.
There were no red M&M’S Candies between 1976 and 1987
- In 1980, the M&M’S were rolled out internationally. Mars becomes the first candy to go into space.
- In 1984, M&M become the “official snack food of the Olympic Games”.
- In 1989, M&M’S Peanut Butter Chocolates were introduced.
- In 1997, M&M’S MINI’s Milk Chocolate Candies were introduced.
- In 1995, M&M’S momentum had flatlined and Mars called BBDO agency for advertisement. The idea of taking different colors of candies and developing into a character made them comedic. Susan Credle, as the one, to give the creative brains behind the M&M’S Characters.
- In 1998, M&M’S Peanut Candies were launched at M&M’S WORLD stores.
- In 2000, M&M’S Chocolate Candies became “The Official Candy of the Millennium”.
- In 2004, M&M’S launched My M&M’S – an online service that allows customers to design their own customized message on M&M’S Chocolate Candies.
- The launch of “FACES” in 2008, allowed customers to upload images to their personalized candies.
- In 2012, M&M’S character Ms. Brown debuts at the Super Bowl.
- In 2017, M&M’S Caramel Candies were introduced and M&M’S arrived in INDIA. Oh my god! 75 years after it began selling in the U.S.
The original M&M was plain chocolate with shell, which came in brown, red, orange, yellow, green, violet. Today, there are dozens of flavors of M&M like peanut, peanut butter, mint, caramel, raspberry, crunchy, espresso, pretzel, birthday cake, etc. In 2018, Crunchy Mint Flavour chose winner over Crunchy Espresso and Crunchy Raspberry.
And now, I feel to taste all the flavors of M&M. Go, taste your flavor, and comment below.