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Mars, Inc.
Discontinued: Early 1980s
M&M’s Royals launched with mint flavors and pale green and brown coloring. The candies used crown symbols instead of the traditional “M” logo. Mars Inc. positioned them with the slogan “Now chocolate’s got a whisper of mint,” but its premium positioning failed to resonate.
Discontinued: 1995
Tan M&M’s ended when Mars let consumers vote on whether blue, pink, or purple would be the replacement color. Blue won, sadly ending tan’s 46-year run.
Discontinued: 2005 (first run)
Crispy M&M’s debuted in 1999, featuring rice-based wafer centers that made them slightly larger than regular M&M’s. Mars discontinued and upset a hardcore group of fans. They remained available in Europe and Australia during the US absence. But they retired to the US for a short time in 2015, only to be gone again by 2022.
Discontinued: 2003
Dulce de Leche M&M’s was one of Mars’ first demographic experiments, launching only in five markets with large Latino populations. The flavor never gained popularity with the intended Hispanic community, who preferred existing M&M flavors. But the candy giant learned valuable lessons for future cultural-based offerings.
Discontinued: 2008
M&M’s Premiums was a luxury series of M&Ms with five flavors: chocolate almond, mint chocolate, mocha, raspberry almond, and triple chocolate. They featured no traditional candy shell, instead using carnauba wax coating. The $3.99 price for 6 ounces failed to win over the snobby elites.
Discontinued: 2015
Strawberried Peanut Butter M&M’s launched in 2009 as a tie-in with “Transformers: Revenge of the Fallen.” They featured berry coating with peanut butter centers. They were a limited edition release that was never meant to outlast the movie.
Discontinued: 2014
Dark Chocolate Raspberry M&M’s combined dark chocolate base with raspberry flavoring, appealing to consumers seeking “healthier” candy options. The sophisticated flavor couldn’t overcome limited mainstream appeal.
Discontinued: 2014
White Chocolate Candy Corn M&M’s were launched as Halloween exclusives with white chocolate and candy cornflavoring. Despite reviews calling them “amazing” and “magical,” Mars discontinued the candy after just one fall season.
Discontinued: 2014
Caramel Apple M&M’s targeted fall nostalgia with apple and caramel flavors designed to evoke festival memories. The Jolly Rancher-like apple flavor failed to hold beyond its initial novelty.
Discontinued: 2016
White Strawberry Shortcake M&M’s were launched exclusively at Target, featuring white chocolate infused with strawberry flavor. But the artificial strawberry flavor and missing shortbread failed to impress consumers.
Discontinued: 2019
Jalapeño Peanut M&M’s entered Mars’ 2019 flavor competition, where consumers voted on new varieties. But the spicy-sweet combination lost in the long run.
Discontinued: 2019
Toffee Peanut M&M’s won the 2019 International Flavor Competition. They featured toffee with salty peanuts. Despite the victory, Mars discontinued them within the year of their launch.
Discontinued: April 2024
Fudge Brownie M&M’s ran from 2020 to 2024. They were formulated with fudgy, chewy, brownie-flavored centers designed to replicate the taste of homemade brownies. They were popular but were discontinued for unknown reasons.
Discontinued: 2022
Milk Chocolate Honey Graham M&M’s appeared as Easter candy with honey graham-infused rice crispies, resembling the texture of Toblerone. Positive reviews couldn’t generate sufficient demand for them to last very long.
Discontinued: 2023
White Chocolate Carrot Cake M&M’s appeared as the 2023 winter holiday seasonal flavor. Following Mars’ seasonal pattern, they disappeared after the holidays.
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