M&M's have gone to the "dark side." For the first time in the company's 64-year history, M&M's Brand Candies is introducing a dark chocolate version of its famous candy — and just in time for the release of "Star Wars: Episode III, Revenge of the Sith," the sixth and final episode of the Star Wars saga.
One X-wing Fighter spacecraft, two droids, a host of storm troopers and Darth Vader with his M&M's counterpart "M-Vader," gathered in New York's Times Square Tuesday to unveil the dark chocolate M&M's.
Both the new dark and old milk chocolate M&M's feature special "Star Wars"-themed colors and packaging depicting the M&M's "spokescandies" in various movie scenarios.
According to Masterfoods USA, the makers of M&M's, dark chocolate is rapidly increasing in popularity with a 31 percent growth rate each year.
"We continue to look for innovative approaches to launch products and know that dark chocolate is in great demand from our consumers," said Martyn Wilks, vice president and general manager of Snackfoods at Masterfoods USA.
'Darth mix' colors
As for the M&M's themselves, the special edition "Darth Mix" features the following new colors: black, maroon, purple, dark blue and silver. The classic milk chocolate flavor is found in the "Jedi Mix" with its new colors: beige, cream, pastel green, gold and "light-saber blue" M&M's.
As if the candies are not enough, consumers can collect 72 Star Wars/M&M's-themed packages in plain and peanut varieties that feature exclusive under-the-wrapper Star Wars and M&M's trivia.
Dark chocolate M&M's will be on shelves and in select theaters nationwide April 2 and available for a limited time — so as not to "Force" them on you.