Born By Military Request: M&M's Turns 75

Changes are in store for the millions of colorful, bite-size chocolates that come pouring off conveyor belts at a factory here every day.

M&M's have been one of America's most recognizable candies for decades, but as the brand turns 75 Thursday, it's rolling out a strategy aimed at keeping the chocolates relevant for a new generation of snackers.

Some will be obvious, like new colors, flavors, textures and fillings, or new package designs made for on-the-go eating. Others will be more subtle, like transitioning to natural, rather than artificial, colors over the next five years.

"That’s the beauty of this brand," says Tracey Massey, president of Mars North America, which owns the M&M's brand. "You can really innovate all over the place." And that kind of flexibility may be what helps M&M's stay on top at a time when many shoppers are cutting back on sugary treats.

Change is seen as essential. Americans have drastically altered their diet preferences since M&M's were first produced in 1941, forcing companies like Mars to rapidly innovate or risk fading into history.

[...]

... M&M's grew out of necessity when the military requested Mars make chocolate for the troops at the start of World War II. The candy's hard exterior meant the chocolate didn't melt and was ideally suited for overseas travel. When the war ended, soldiers were still clamoring for the tiny treats, and Mars began selling them to regular customers in 1947. ...

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