HACKETTSTOWN, N.J. -- Mars Chocolate North America’s M&M’s brand has launched another Flavor Vote campaign to bring a potential new flavor into the candy's permanent lineup. Three limited-edition flavors—on shelves at selected retailers now and nationwide starting April 1—are Crunchy Espresso, Crunchy Raspberry and Crunchy Mint. Fans can submit their vote online for their favorite once a day until May 25.
The first time M&M’s used fan voting for new flavors was in honor of its 75th anniversary in July 2016. With more than 1 million votes, M&M’s Coffee Nut came out on top. Fans who voted also had a chance to to win $100,000 and to become an M&M’s official taste tester.
"Building off the success and popularity of the 2016 M&M’s Flavor Vote, we wanted to engage our fans once again by empowering them to help decide the next crunchy flavor of M&M’s," said Allison Miazga-Bedrick, brand director for M&M’s. "We selected three new decadent flavors we believe our fans will enjoy, as they reflect the on-trend, unique and bold tastes growing in popularity across the U.S."
The Crunchy Raspberry flavor features a rice-crisp center, while the Crunchy Espresso and Crunchy Mint options have a cocoa rice-crisp center. Each one is made with dark chocolate.
Fans have three methods of voting: selecting their preferred flavor at flavorvote.mms.com; using the hashtags #VoteCrunchyEspresso, #VoteCrunchyRaspberry or #VoteCrunchyMint via social media; or by texting VOTE to 84444. Mars will reveal the winning flavor in August. It will then be sold at stores nationwide for the following 18 months.
Hackettstown, N.J.-based Mars Chocolate North America is a unit of Mars Inc. Besides M&M’s, its chocolate brands include Snickers, Dove, Galaxy, Mars, Milky Way and Twix.