Believe it or not, people are serious about their M&M’s, and the company who produces them has heard what they want loud and clear.
According to a news release, “After a decade of phone calls, petitions, Facebook posts and countless other pleas, Mars Chocolate North America announced M&M’S® Crispy will return to stores nationwide in January 2015, following a 10-year hiatus.”
The colorful treat features a crispy center, coated in “rich, creamy milk chocolate,” the release said.
M&M’S® Crispy are slightly larger than the original milk chocolate variety, and will be featured in a new, eye-catching, bright green bag.
“The launch of M&M’S® Crispy is the biggest M&M’S® Brand launch since the introduction of M&M’S® Pretzel Chocolate Candies in 2010,” the release said. “M&M’S® Crispy was first available as a limited-edition item in 1998, and the product’s re-emergence is a testament to the unwavering loyalty shown by consumers and media who refused to let the beloved flavor variant go the way of laser disc players, dial-up Internet and other turn-of-the-millennium relics. According to records in Mars Consumer Care, M&M’S® Crispy is the No. 1 Mars variant no longer on the market requested to be ‘brought back.’
“When M&M’S® fans talk, we listen. And consumers have made it clear that M&M’S® Crispy are so irresistible, we had to bring them back,” said Seth Klugherz, Senior Director, M&M’S® Chocolate Candies.
“We’re sure existing fans will be thrilled to see M&M’S® Crispy back in stores coast to coast, but we’re just as excited to introduce this delicious product to a new generation of chocolate lovers.”
In 1911, Frank C. Mars made the first Mars candies in his Tacoma, Washington kitchen and established Mars’ first roots as a confectionery company.
Almost a decade later, Forrest E. Mars, Sr. joined his father in business and together they launched the MILKY WAY® bar.
Originally produced in 1923, and was billed as ‘chocolate malted milk in a candy bar,’ and was inspired by the chocolate malted milkshake.
It soon became the company’s best-seller.
In 1929, Frank Mars moved his company to Chicago, Illinois and started full production in a plant that still exists today.
In 1932, Forrest, Sr. moved to the United Kingdom with a dream of building a business based on the objective of creating a “mutuality of benefits for all stakeholders” – this objective serves as the foundation of Mars, Incorporated today.
The company is still a family-owned business and is famous for its secrecy, according to Wikipedia.
“A 1993 Washington Post Magazine article was a rare raising of the veil, as the reporter was able to see the ‘M’s’ being applied to the M&M’s, something that ‘no outsider had ever before been invited to observe,” the website said.
Based in McLean, Virginia, Mars has net sales of more than $33 billion, six business segments including Petcare, Chocolate, Wrigley, Food, Drinks, Symbioscience, and more than 75,000 Associates worldwide that are “putting it’s principles into action to make a difference for people and the planet through its performance,” the release said.
Confectionery items like Milky Way, M&M’s, Twix, Skittles, Snickers and the Mars bar are among the company’s most popular sweets.
Non-confectionery snacks include: Combos and Uncle Ben’s Rice.
On April 28, 2008, Mars, Incorporated, together with Berkshire Hathaway Incorporated, announced the buyout of the Wm. Wrigley Jr. Company, the world's largest chewing gum producer, for $23 billion in an all-cash deal. The two companies together are expected to generate sales in excess of $27 billion.
During World War II, Wrigley’s gum was sold only to soldiers, but Orbit, the brand produced by the Mars company, was the more popular gum for the public.
The company abandoned the product shortly after the war, but brought it back 30 years later.
With the re-launch of M&M’S® Crispy, the company hopes to produce an even bigger success.