In addition, the company is relaunching M&M's Dark Chocolate Peanut Candies after a successful promotion in 2005 and a relaunch of the plain dark chocolate M&Ms a year ago.
Mars quotes IRI data, which it says shows the dark chocolate category has grown by more than 47% over the year ending July 15, excluding Wal-Mart and small outlets.
To support the dark chocolate items, Mars is reprising the "Addams Family" characters and theme in national print and TV ads that showcase the "Inner-M's" of the iconic family.
Print centers on an original "family portrait" while the TV campaign brings "Dark M&M's" to life and features the introduction of "Cousin Itt's" Inner M.
--Nina M. Lentini
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