US confectionery giant Mars has announced that purple is the newest colour to join its range of M&M candy sweets.
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Millions of voters in more than 200 countries made the selection from a choice of purple, pink or aqua, casting their vote via phone, mail and through the Internet. After months of sampling the chocolates in specially marked bags, the voters chose purple with 41% of the vote. Aqua garnered a respectable 37% while pink managed a meagre 19%.
Beginning in August 2002, purple will be added to the current blend of red, yellow, orange, green, blue and brown for a limited time.
“M&M’s is thrilled that the voters have made purple its unequivocal choice,” said Paul Michaels, president of Masterfoods USA, the new name of the US food, snack and petcare operations of Mars.
The Global Coulor Vote was the largest promotion in the 61-year history of the M&M’s brand and the first global promotion in the brand’s history. It culminated in a gala event in New York, where recording artists Ashanti and Wyclef Jean gave live performances “in honour of purple’s win”.
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By GlobalData
