Sunday, April 6, 2008
Mint Crisp M&Ms (Indiana Jones)
Mars has a series of candies coming out with a marketing tie-in to the new Indiana Jones and the Kingdom of the Crystal Skull movie. (Which is set to premiere in the US on May 22nd.) This is rather similar to the stunt last year with Shrek the Third and the Pirates of the Caribbean movie the year before.
The standard Milk Chocolate & Peanut M&Ms got a new skin: a fun shift in their colors and little Indiana Jones inspired icons on some of them. Then, of course, to really excite candy fans they’ve done something completely new, the Limited Edition Mint Crisp M&Ms.
It’s not like they’re completely new though, there were once Crispy M&Ms in the United States (go to Australia if you miss them) and the seasonal Mint M&Ms.
The package is one of the busiest known, rivaled perhaps only Pirate Pearls. There are lots of leaves all over the front, which at first I thought were mint, but turned out to be various palm and jungle-y things (I haven’t the foggiest what’s going on with Indy’s arm and that big palm leaf though). We’re encouraged to “Dig New Mint Crisp M&Ms” in the top left of the package and down in the lower right we’re told to “Get M before they’re Lost”.
The Green M&M wearing a pith helmet is looking admiringly at Indy saying, “Treasure is a girl’s best friend.” At first I thought it was a little creepy that Green has the hots for Indy, then I realized that the Green M&M is actually a year older than Harrison Ford. (M&Ms were introduced in 1941, Harrison Ford in 1942.)
There’s only 1.4 ounces in the bag, but that little bit of air inside each center does wonders to bulk them up.
I was really looking forward to these, though it’s interesting to note that George Lucas has cautioned fans of the Indiana Jones movies not to build up their hopes to unreasonable levels. (And I think I know a bit about how much Lucas can let fans of a franchise down.)
They don’t look so great, some are horribly bumpy and the size variations are pretty extreme, from rather sphere-like ones smaller than a regular M&M all the way up to large ones that could be mistaken for Almond M&Ms.
The little icons are themed shapes that include the letter M. There are pyramids, masks, a compass ordinal and even a hat like Indiana Jones wears. They’re rather irregular as well, but more obvious on the themed Milk Chocolate M&Ms:
But shape and color aside, it’s what’s inside that counts, right?
They’re really easy to keep crunching away at ... a little chocolate, a little mint, a little crisped rice. Kind of like a Girl Scout Thin Mint.
I’d be happy to see these as a seasonal item, though I doubt I’d eat them as often as the Almond M&Ms. I suspect they’ll be a huge hit.
UPDATE: Sera at Candy Addict also has a review now & I have the Snickers Adventure Bar. These are also available as a limited edition in Japan, here’s a photo I found by CindyC81 (you too can share photos in the Candy Blog Flickr Photo Pool).
POSTED BY Cybele AT 6:16 pm
Meticulously photographed and documented reviews of candy from around the world. And the occasional other sweet adventures. Open your mouth, expand your mind.