Mars Offers Razzberry M&Ms, Re-Intros Dark Chocolate Peanut

  • August 17, 2007
Mars is offering consumers a limited edition of M&M's Razzberry Chocolate Candies, which will be in stores for just six weeks in September and October.

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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