Candy is catching up with the times and becoming “inclusive” — and the green M&M is no longer sexy.
The candy brand announced Thursday that its famous characters are getting a new look and “nuanced personalities” to reflect the modern time.
The characters’ makeover is part of a “global commitment to creating a world where everyone feels they belong and society is inclusive,” Mars Inc. said.
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The company is on a mission to manifest a “sense of belonging for 10 million people around the world by 2025,” and the brand’s mascots will get new looks and personalities as part of the process, according to a report.
The green M&M, famous for her white go-go boots and seductive posing, is casting aside her coquettish nature to become “a hypewoman for my friends,” according to comments the candy herself made on the candy’s website.
“I think we all win when we see more women in leading roles, so I’m happy to take on the part of supportive friend when they succeed,” she said after trading in her go-go boots for sneakers.
The brown M&M is also in for what appears to be a strong feminine change.
“Not bossy. Just the boss,” her new motto reads.
M&M’s premiered in 1941 and will receive “an updated tone of voice that is more inclusive, welcoming, and unifying, while remaining rooted in our signature jester, wit and humor.”
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“As one of the world’s most iconic candy brands, who better to commit to a world with more moments of fun by increasing a sense of belonging around the globe than M&M’s?” said Mars Wrigley’s Chief Growth Officer Cathryn Sleight.
