Snacks & Candy

M&M's Arrrrrrrr White Chocolate for Limited Time

Candies tie in to Disney's Pirates of the Caribbean: Dead Man's Chest

HACKETTSTOWN, N.J. Masterfoods USA gas rolled out white chocolate M&M's with the introduction of M&M's White Chocolate Pirate Pearls candies. Launched in conjunction with the July 7 release of the new Walt Disney Pictures/Jerry Bruckheimer Film's Pirates of the Caribbean: Dead Man's Chest, M&M's has introduced its first white chocolate candy in the United States.

These M&M's reflect the tone, colors and imagery of the movie, including changing-color M&M's Minis Sunken Treasure Mix, M&M's Milk Chocolate Pirate Gems and M&M's [image-nocss] 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 characters in a variety of pirate costumes alongside actor Johnny Depp as Captain Jack Sparrow.

Michele Kessler, vice president of marketing at Masterfoods USA, said, "White chocolate has grown in popularity, and we're proud to bring another delicious choice to our consumer fan base."

White chocolate is the fastest growing variant in the chocolate category with a 24% growth over the past year, according to Information Resources Inc. (IRI).

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 are available nationwide for a limited time in food, mass, convenience and drug stores. They are available in either 1.5-oz. singles, 5.3-oz. peg pack, 12.5-oz. or 18.6-oz. bags and retail for 55-cent, $1.39, $2.69 and $3.99, respectively.

M&M's MINIS have a special "under the sea" Sunken Treasure color blend that feature a range of new colors, including sea green lentils that turn to gold when eaten, due to innovative color-changing technology. M&M's MINIS are being sold at a retail price of 55 cents in 1.08-oz. tubes.

The M&M's and Pirates of the Caribbean: Dead Man's Chest promotion brings consumers a themed website, traditional TV and print advertising spots and a NASCAR pirate-themed specialty car. Online at, M&M's fans have a chance to enter the M&M's White Chocolate Bahamas Give-away in conjunction with Woman's World magazine. Additionally, consumers can play pirate-inspired games, create e-cards and watch animated webisodes with the M&M's characters.

As part of the promotion, a full-scale marketing effort from Hackettstown, N.J.-based Masterfoods USA as the sole confectionery promotional licensee includes promotions for its Skittles brand, Starburst brand, M&M's Minis, M&M's Ice Cream and NASCAR. Specifically, Skittles and Starburst feature new tropical flavors to celebrate the Caribbean adventures of Captain Jack Sparrow. The new tropical Skittles flavors are Pineapple Passionfruit, Strawberry Starfruit and Mango Tangelo. New Starburst flavors include Royal Berry Punch and Pi aa Colada.

Members help make our journalism possible. Become a CSP member today and unlock exclusive benefits, including unlimited access to all of our content. Sign up here.


More from our partners