Premium chocolates are a colorful snack for sophisticated adults who still demand the fun factor

Oct. 14, 2008

Premium chocolate has grown by double digits over the past three years. Taking advantage of that trend, Mars Snackfood, Hackettstown, N.J., introduces M&M’s Premiums Chocolate Candies, a premium kosher treat with a thinner, less crunchy shell than original M&M’s. They come in five sophisticated flavors in iridescent, jewel-like colors, enclosed in elegant, recloseable, curved, stand-up cartons.

Flavors include: Triple Chocolate, tempting layers of milk, white and dark chocolate; Chocolate Almond, freshly roasted whole almond wrapped in milk chocolate; Mint Chocolate, white chocolate mint wrapped in dark chocolate; Mocha, mocha-flavored milk chocolate; and Raspberry Almond,raspberry flavored white chocolate and almond wrapped in dark chocolate.

Targeted to what Mars calls “savvy socials” — adult women, impulse purchasers and those who are likely to “trade up” by shopping in premium categories — M&M’s Premiums are a colorful snack for sophisticated adults who still demand the fun factor. And the packaging makes them a suitable gift.

The premium chocolates made their formal debut in September with a unique fashion event during Mercedes-Benz Fashion Week, hosted by Eva Longoria Parker and the sassy Ms. Green M&M. Models showcased the upscale M&M’s while dressed in vibrantly colored gowns inspired by the rich jewel tones of the new product. The gowns were created by red carpet designer Pamella Roland, known for her elegantly feminine and luxurious designs. Longoria-Parker’s premium gown for the event was auctioned off via “Clothes Off Our Back” to benefit children’s charities.

“We are thrilled to celebrate the launch of M&M’s Premiums with such a chic, revered style backdrop as Mercedes-Benz Fashion Week,” says Michele Kessler, vice president, marketing, Mars Snackfood U.S.

Suggested retail price for a six-ounce carton is $3.99.

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