M&M’s is causing a stir with its latest packaging which features only its female characters, including its latest edition Purple.
The Mars-owned confectionary brand says it is seeking to “celebrate women everywhere who are flipping the status quo.” with its novel packaging.
Purple, announced last year, was the first M&M’s character in a decade. The brand says she is a singer who forgoes high heels for lace-up boots and has a quirky, confident personality.
“The M&M’S brand 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,” said Gabrielle Wesley, chief marketing officer for Mars Wrigley North America, in a press release.
The chocolates come in milk chocolate, peanut butter and peanut. Mars said that a portion of profits will go to organizations that are “uplifting and empowering women,” including She Is The Music and We Are Moving the Needle, non-profit organizations that support women in the music industry.
The move has reportedly caused an uproar amongst some critics on TV and social media.
“If this is what you need for validation, an M&M that is the colour that you think is associated with feminism, then I’m worried about you,” Fox anchor Martha MacCallum is reported to have said on Monday.
“I think that makes China say, ‘Oh, good, keep focusing on that. Keep focusing on giving people their own colour M&M’S while we take over all of the mineral deposits in the entire world.’”
