THE HISTORY OF M&Ms
M&Ms were created in New Jersey in 1941 by Forrest E. Mars, Sr., son of the Mars Company founder, Franklin Clarence Mars.
During the Spanish Civil War in the 1930s, the story goes, he saw soldiers eating Smarties*, a British‡ candy consisting of chocolate pellets surrounded by a colored shell of hardened sugar syrup, which prevented the chocolate from melting.
He copied the idea and varied the product enough—both the chocolate filling and the shape of the candy, which is rounder than the flat Smarties—to receive a patent.
M&M Limited was founded in Newark, New Jersey in 1940. The M&Ms candy was ready to launch in 1941, when Pearl Harbor was attacked on December 7th and the U.S. entered World War II on December 8th†.
Not surprisingly, the first customer for M&Ms was the U.S. Army. With chocolate rationing during the War, M&Ms were exclusively sold to the military. They proved an ideal way for soldiers to carry energy-rich chocolate in tropical climates without it melting.
After the war, in 1947, the candy was made available to the public. Its popularity has never waned since. Here’s more of the history.
By the way, the two Ms of M&Ms represent the initials of Forrest Mars Sr. and Bruce Murrie, son of Hershey Chocolate’s president William F. R. Murrie. Murrie had a 20% share in the profits due to his ability to provide Hershey cocoa to Mars (Hershey had control of the rationed cocoa, the prime ingredient of chocolate, at the time).
Coincidentally, both Mars and the Smarties Candy Company have always been located in New Jersey.
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*The brand is now owned by Nestlé, with headquarters in London.
†World War II began in Europe on September 3, 1939, following Germany’s invasion of Poland on September 1st. This act triggered the commitments made by England in France in their alliance with Poland to defend Polish sovereignty.
‡There are two different candies called Smarties. The U.S.-based Smarties Candy Company (Ce De Candy) only owns the trademark to the name Smarties in the U.S. Their product is a fruit-flavored sugar tablet. Outside the U.S. Smarties is a registered trademark of Nestlé (formerly Rowntree Mackintosh PLC, which was acquired by Nestlé in 1988 (along with their other brands, Aero, After Eight, Kit Kat, and Polo mints). When Rowntree’s Smarties (the chocolate kind) were introduced in North America, the Smarties Candy Company already owned the registered trademark name in the U.S.
So how can Nestlé’s Smarties be sold in the U.S.? Through a perfectly legal practice called parallel import (also called gray market goods). Authentic products tare legally purchased in one country and then imported into another country without the authorization of the trademark holder in that destination country. British Smarties are imported through unofficial channels rather than through Nestlé’s authorized distribution network. Since Nestlé doesn’t distribute them, they have not violated the trademark of American Smarties.
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