Brownie M&M’s were first introduced in 2003 by Mars, Incorporated as a new flavor of their popular M&M’s candy. M&M’s were first created in 1941 and originally only came in milk chocolate. Over the years many new flavors have been introduced such as peanut butter, crispy, dark chocolate, and pretzel. Brownie M&M’s joined the lineup as a chocolate and chewy brownie flavored variety.
History of M&M’s
M&M’s were invented in 1941 during World War II. Forrest Mars Sr., son of Mars Company founder Frank Mars, observed soldiers eating small chocolate beads covered in a hard shell of tempered chocolate. These were designed to be portable and not melt easily in high temperatures. Inspired by this idea, Mars approached Bruce Murrie, son of Hershey executive William Murrie, about forming a new company to produce a similar product.
Together they founded M&M Limited in 1941 and patented their process for making bite-sized chocolate candies with a colored shell. The name M&M’s is derived from the last names of Murrie and Mars.
M&M’s were originally produced in Newark, New Jersey and packaged in tubes similar to Smarties candy. They were sold to the military as non-melting portable chocolate rations before becoming available to the general public in 1945 after the war ended. The earliest packages said “Melts in your mouth, not in your hand.”
Early M&M’s flavors
The first flavor of M&M’s was milk chocolate in a brown shell. Peanut M&M’s were introduced in 1954 but did not become widely available until the 1970s. This was one of the earliest flavor extensions for the brand.
In 1960, M&M’s added custom color printing to their candy shells, allowing the inner “m” to be one of 5 different colors – orange, yellow, brown, green, and red. This made them more visually appealing.
Other early flavors included “Mega M&M’s” which were 55% larger than plain M&M’s, and Dulce de Leche M&M’s. Almond M&M’s also debuted for a limited time in 1988.
The introduction of brownie M&M’s
In the early 2000’s, Mars began expanding the M&M’s portfolio more aggressively. New varieties were hitting store shelves on a nearly annual basis.
This included the introduction of Brownie M&M’s in May of 2003. They were test launched exclusively at Walmart stores in the United States.
What do brownie M&M’s taste like?
Brownie M&M’s have a milk chocolate shell just like regular M&M’s, surrounding a chewy brownie-flavored center. The filling tastes like dense, fudgy brownie batter.
They are made with soy to give them a soft, cake-like texture. The brownie flavor provides a richer, deeper chocolate taste compared to plain M&M’s.
The exterior shell cracking open to reveal the brownie interior provides an element of fun and surprise.
Brownie M&M’s success and expansion
The initial test launch at Walmart in 2003 was well received by customers. In 2004, Mars rolled out Brownie M&M’s across the United States and several international markets.
They were available in standard size packets and sharing size bags. Mars supported the launch with extensive advertising, including a TV commercial entitled “Office Party” showing people enjoying Brownie M&M’s at the office.
The brownie variety quickly became one of the most popular flavors of M&M’s. In consumer surveys, Brownie M&M’s consistently ranked near the top for favorite flavors.
Mars made them available year-round instead of for a limited time. Brownie M&M’s were also added to other M&M’s branded products like ice cream.
Other early 2000’s M&M’s flavors
Brownie M&M’s were part of a major expansion of flavors and variants by Mars in the early 2000’s. Some other new products at this time included:
- Razzberry M&M’s (2001)
- Dulce de Leche M&M’s (2001)
- Crispy M&M’s (1999)
- White chocolate M&M’s (2004)
- Dark chocolate M&M’s (2005)
- Cinnamon M&M’s (2006)
This innovation was spurred by increasing competition in the candy industry. Mars introduced new flavors, colors, and specialty products to keep M&M’s relevant to consumers.
Limited editions
In addition to permanent flavors, M&M’s launched more limited edition and seasonal varieties:
- White chocolate peppermint (2004 Christmas season)
- Strawberried Peanut Butter M&M’s (Valentine’s Day 2006)
- Coconut M&M’s (summer 2007)
Color changes
M&M’s also received contemporary color updates in the 2000’s:
- Blue replaced tan in 1995
- Purple replaced tan in 2002
- Teal replaced purple in 2009
This kept the brand relevant and tied to current consumer preferences. The new colors were chosen after consumer voting.
Recent developments
Brownie M&M’s remain a permanent fixture in the M&M’s brand today. They are now available in over 20 countries worldwide.
Some other recent changes for M&M’s include:
- Mega M&M’s were discontinued in 2008
- Pretzel M&M’s were introduced in 2014
- CaraMel M&M’s with caramel added were launched in 2017
In 2020, Mars announced the M&M’s brand would become more inclusive by giving each candy mascot their own unique personalities. This included introducing new female and racially diverse characters.
Nutrition facts
Here are the nutrition facts for 1 package (1.74 oz / 49g) of brownie M&M’s candies:
| Amount per Serving | % Daily Value* |
|---|---|
| Calories | 250 |
| Total Fat 12g | 15% |
| Saturated Fat 7g | 35% |
| Trans Fat 0g | 0% |
| Cholesterol 10mg | 3% |
| Sodium 35mg | 1% |
| Total Carbohydrate 33g | 11% |
| Dietary Fiber 1g | 4% |
| Sugars 29g | — |
| Added Sugars 29g | 58% |
| Protein 2g | — |
*Percent Daily Values are based on a 2000 calorie diet
Conclusion
Brownie M&M’s emerged in 2003 as a decadent new take on the classic M&M’s recipe. They combined the brands signature candy shell with a rich, chocolatey brownie filling.
The early 2000’s represented a time of innovation for M&M’s as they expanded their flavors, colors, and specialty variants. Brownie M&M’s were one of the most successful additions during this period.
Originally launched as a limited run, Brownie M&M’s were so well liked by customers that they became a permanent fixture in the candy aisle. Even two decades later they remain a popular flavor.
The introduction of Brownie M&M’s also coincided with changes to the M&M’s characters and color palette to keep the decades old brand feeling contemporary. This combination of new flavors and marketing helped M&M’s have continued success despite increasing competition.