M&M's taps white choc demand through cinema tie-up

By staff reporter

- Last updated on GMT

M&M's brand confectionery plans to unveil a white chocolate
variety in order to tie in with the upcoming US release of the
movie 'Pirates of the Caribbean: Dead Man's Chest'.

The limited edition range, which includes White Chocolate Pirate Pearls confectionery, is designed to cash in on the success of the Johnny Depp film, which goes on general release on 7 July.

The manufacturer also hopes to consolidate M&M's image as a cinema snack.

In addition, M&M's says that white chocolate is the fastest growing variant in the chocolate category with a 24 per cent growth over the past year.

The company says that the product range has also been formulated to reflect the tone, colours and imagery of the movie, and includes changing-color M&M's Minis Sunken Treasure Mix, M&M's Milk Chocolate Pirate Gems and M&M's Peanut Chocolate Captain's Gold varieties.

White chocolate M&M's are a custom pearl/Caribbean color blend including white, cream, pastel yellow and light blue candy shell colors and the candies have special pirate images, such as a pirate ship and nautical spyglass, imprinted on them.

The packaging will also showcase the M&M's brand characters in a variety of pirate costumes alongside actor Johnny Depp, as Captain Jack Sparrow.

"We're thrilled to introduce white chocolate M&M's in conjunction with Disney's 'Pirates of the Caribbean,'"​ said Michele Kessler, vice president of marketing at Masterfoods USA."White chocolate has grown in popularity and we're proud to bring another delicious choice to our consumer fan base."

M&M'S Brand White Chocolate Candies, M&M'S Milk Chocolate Jack's Gems and M&M'S Peanut Chocolate Captain's Gold varieties will be available nationwide for a limited time in food, mass, convenience and drug stores.

Masterfoods USA, the United States food, snack and petcare operations of Mars, Incorporated, is one of the world's leading food manufacturers with more than $5 billion in annual sales.

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