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Mars Drops Most Varieties Of M-Azing; Readies Dark Extensions

  • Ad Age, Friday, October 27, 2006 12:30 PM
With the exception of the Crunchy Singles bar, M&M Mars is dropping its M-Azing candy bar line, apparently with the intention of relaunching the product in 2008 under another name. M-Azing embeds M&M's into a chocolate bar.

An executive close to the company says that when the bar is reintroduced, the company will "do a better job telling consumers what it is." The line has included a Crunchy Peanut Butter Singles bar and miniatures of both varieties.

Mars will put its energies this year toward the new limited-edition Snickers Dark, coming in December, as well as on new Dark Peanut M&M's. The company also plans to relaunch its Twix Peanut Butter bar with a new formulation and to open its third M&M's World retail location, this one in Times Square.



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