• The New York Times , Friday, August 8, 2008 10:45 AM

Everything about M&M's Premiums--from the formulation to the packaging, price and flavor--is different. The candies themselves are fatter and less uniform than traditional M&M's. More radically, they have no candy shell--just a shiny topcoat with a marbleized, almost metallic-looking finish in bright colors.

There are five flavors--mint chocolate, mocha, triple chocolate, raspberry almond and chocolate almond--sold in a six-ounce package for $3.99. Instead of lying in a rectangular brown bag, M&M's Premiums sit in an upright cardboard box with a clear window that shows off the candy.

Mars hopes to attract a young, fashion-conscious consumer to the product. TV spots, which begin next week, play up the humor and fun of the brand. Print ads show the various flavors of candies assembled into shapes like mint leaves or coffee beans. M&M's is also tying in samplings and a public relations campaign, including an event at New York Fashion Week in September.

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