M&M/MARS Woos Latinos With New ``M&M's'' Dulce de Leche-Caramel Chocolate Candies; New Flavor to Premiere in Markets With Highest Concentration of Latinos.
Business, Features & Lifestyle Editors
MIAMI--(BUSINESS WIRE)--July 11, 2001
The Chocolate that "melts in your mouth, not in your hand"(R) is getting a few degrees hotter. In response to the dynamic growth of the U.S.-Latino market and the phenomenal consumer acceptance of all things Hispanic, M&M/MARS announces its new "M&M's"(R) variety: Dulce de Leche-Caramel Chocolate Candies. M&M/MARS will be the first major confectionery manufacturer to introduce the dulce de leche flavor to market.
Inspired by the overwhelming popularity of the staple Latino dessert, dulce de leche, and the crossover of this delectable flavor into ice cream, the new "M&M's"(R) Dulce de Leche-Caramel Chocolate Candies feature a swirl of rich chocolate and creamy dulce de leche-caramel perfectly blended in a traditional "M&M's"(R) Colorful Candy Shell. The swirl design heightens the collective tastes of chocolate and caramel to achieve an irresistible flavor combination.
"Together with "M&M's"(R) world-famous milk chocolate and sweet candy shell, the new "M&M's"(R) Dulce de Leche-Caramel Chocolate Candies produce a rich and creamy taste similar to traditional caramel, but uniquely Hispanic like dulce de leche," said Roberto E. Garcia, ethnic marketing manager at M&M/MARS. "Most importantly, dulce de leche is a well-known flavor with a successful track record among all consumer groups, so although the new "M&M's"(R) variety was designed with Latino taste buds in mind, everyone is sure to love the rich and creamy combination."
M&M/MARS will begin shipping the "M&M's"(R) Dulce de Leche-Caramel Chocolate Candies on July 31st to Los Angeles; McAllen-Brownsville, Texas; Miami; San Antonio; and San Diego - five cities with the highest concentrations of Latinos in the United States based on percentage of total population. Initially, the new "M&M's"(R) Dulce de Leche-Caramel Chocolate Candies will only be available in these five markets. The launch will be supported by a multimillion-dollar advertising campaign focusing mostly on Spanish-language media in the selected cities.
"With more than 10 million consumers accounting for nearly 30 percent of the total U.S.-Latino population, these five cities are a natural starting point for this product," Garcia added. "Best of all, demographic studies suggest that more than 40 percent of all new consumers over the next decade will be Hispanic, a group that tends to be very brand-loyal. Through this unique new flavor, the "M&M's"(R) Brand will aim to strengthen its relationship with the increasingly influential Latino community."