M&Ms has long been the chocolate candy that melts in your mouth and not in your hands. But for the past few years, it’s also been the candy that sat on the sidelines of the Super Bowl ad game while teammates owned by its parent, Mars Inc., took the field in its place.
“The brand is doing tremendously well and has great momentum,” said Allison Miazga-Bedrick, brand director of M&Ms, owing in part to the introduction of a caramel-flavored version of the iconic candy earlier this year. “It felt like the right time to bring M&Ms back,” she said. The executive declined to discuss sales or revenue figures related to the product.