In response to latest market trends, which apparently show a strong preference towards premium chocolate, M&M’s has decided to re-interpret its identity in a new line called, quite appropriately, M&M’s premium.

In order to express the premium character while targeting young and fashionable people, the new line has gone through a complete head to toe redesign process.

The candy itself has become relatively fatter and it is shaped less uniformly that the original M&M’s. Moreover the candy has given away its traditional shell and has taken on a shiny topcoat featuring a marbleized, almost metallic-looking finish in bright colors.

As for the packaging, gone are the days of the original rectangular brown bag: M&M’s Premiums sit in an upright cardboard box with a clear window that shows off the candy.

“We found that premium chocolate lovers want the smooth, creamy taste to be the first thing they taste in a chocolate product, so the smooth shell of M&M’s Premiums enables them to taste the chocolate first,” said Michele Kessler, vice president for marketing at Mars Snackfood. 

Quite smartly the brand communication for the line has been shaped, as its identity, to convey the same message: premium products for young people. M&M’s premium ads retain a young touch by parodying typical premium chocolate ads. Meanwhile the company has even planned to launch a public relation event at New York Fashion Week in September which aims to attract young, fashion-conscious consumers to the product.