M&M launches limited edition packs with all-female characters

M&M’s unveiled new female-focused packaging with the help of three “spokescandies”, as each pack depicts the green, brown and purple M&M’s, flipped upside down.

The female M&M characters are featured on and inside the new packs for their “Flipping the Status Quo” campaign, as it designed to honour women changing the world and “flipping” antiquated gender roles and ideas.

The limited-edition product comes in three options: milk chocolate, peanut butter and peanut, Mars Wrigley owner of M&Ms announced.

Mars said that a portion of profits will go to organisations that are empowering women, including (She Is the Music) and (We Are Moving the Needle), nonprofit organisations that support women in the music industry.

“M&M is on a mission to use the power of fun to create purposeful connections, as we work to create a world where everyone feels they belong,” Gabrielle Wesley, chief marketing officer for Mars Wrigley North America, said in a statement.

Long-time fans of the chocolates are familiar with the green and brown M&M’s characters but might not recognise the purple M&M, which was introduced in September 2022.