Darth Vader and M&M's(R) Brand Candies Dare New Yorkers to go to the 'Dark Side'

Darth Vader and M&M's(R) Brand Candies Dare New Yorkers to go to the 'Dark Side'

Star Wars(TM) X-Wing Fighter Lands in Times Square With First Shipment of Dark Chocolate M&M's(R) for Release of Star Wars: Episode III Revenge of the Sith

C-3PO Discovers Sweet Cargo Captured from the 'Dark Side'

NEW YORK, March 29 /PRNewswire/ -- One X-wing Fighter spacecraft, two famous droids, a host of Storm Troopers and the evil Darth Vader with his M&M'S(R) Brand Character counterpart M-Vader, gathered in Times Square today to unveil secret cargo captured from the other side of the Empire. New Yorkers "dared to go to the Dark Side" as they enjoyed the first taste of new Dark Chocolate M&M'S, which will be on shelves nationwide starting April 2. The product was specifically developed to celebrate the release of Star Wars: Episode III Revenge of the Sith -- the sixth and final episode of the most popular movie saga of all time.

(Photo: http://www.newscom.com/cgi-bin/prnh/20050329/NYTU031 )

Dark Chocolate M&M'S are available to consumers for the first time in its 64-year history. The iconic colorful candies now offer a new rich dark chocolate flavor inside the delicious candy coated shell that America loves. Both Dark and Milk Chocolate M&M'S feature special Star Wars-themed colors and packaging depicting beloved M&M'S Spokescandies in movie scenarios. "Red" and "Yellow" will be in the spirit as Jedi Obi-Wan and Darth Vader respectively.

Dark chocolate continues to increase in popularity with a 31 percent growth rate each year.* Masterfoods USA, makers of M&M'S Brand Candies, has created its own dark chocolate recipe to create the perfect balance of what makes M&M'S unique with a richer chocolate taste.

"We continue to look for innovative approaches to launch products and know that dark chocolate is in great demand from our consumers," said Martyn Wilks, vice president and general manager of Snackfoods at Masterfoods USA. "Creating the Star Wars M-Pire in anticipation of one of the biggest movie events of all time is a wonderful way to introduce a new product while delivering great taste and fun interaction with our collectible confections."

"Just as audiences watch Anakin turn to the Dark side on the big screen, we're thrilled that fans can join in the excitement by going to the Dark side with M&M'S," said Tom Warner, director of Marketing for Lucasfilm. "The new Dark Chocolate M&M'S, coupled with the loveable Star Wars M&M'S Characters like M-Vader and M-Yoda, is a fun way for fans of all ages to celebrate the saga."

"Darth" and "Jedi" Mixes

Chocolate fans can experience the rich flavor of Dark Chocolate M&M'S in the special edition "Darth Mix" that features the following new colors: black, maroon, purple, dark blue and silver M&M'S. The classic milk chocolate flavor is found in the "Jedi Mix" with its new colors: beige, cream, pastel green, gold and light-saber blue M&M'S.

Consumers can collect 72 Star Wars/M&M'S-themed packages in Plain and Peanut varieties that feature exclusive under-the-wrapper "Galactic Gossip" about Star Wars and M&M'S trivia that fans will crave and collect.

Dark Chocolate M&M'S are available nationwide for a limited time at select theaters and concession stands as well as food, mass and drug stores. Adding to the fan fervor is M&M'S MINI'S(R) new milk chocolate "Wookiee" and "Lava" color blends that challenge consumers to discover which Force is in their MINIS tube. Tubes will have Stars Wars character tops and light sabers. Personalized MY M&M'S(TM) can also be printed with Star Wars sayings, and a limited edition collectible tin is available online at http://www.mms.com/ or at M&M'S World in Las Vegas.

The Star Wars M-Pire Promotion

As part of the innovative promotion, a full-scale marketing effort from Masterfoods USA as the only confectionery partner includes promotions for its SKITTLES(R) Brand, KUDOS(R) Milk Chocolate Granola Bars and LUCAS(R) Brand CRAZY HAIR(R). In addition, Masterfoods USA is "daring" fans with Star Wars- themed activities surrounding its NASCAR(R) sponsorship, first-of-its-kind M&M'S online movie trailer, advertising, promotions, co-marketing, licensing, public relations, and participation in the largest Star Wars fan event in Indianapolis in April, Star Wars Celebration III.

Fans can enjoy an extra special arrival of Dark Chocolate M&M'S and specialty merchandise at exclusive Star Wars retail events, including Toys "R" Us, Wal-Mart(R) and Target. Consumers can check retailer web sites for upcoming events.

About Masterfoods USA

Masterfoods USA, the United States food, snack and petcare operations of Mars, Incorporated, is one of the world's leading food manufacturers. With more than $5 billion in annual sales, the combined food, snack and petcare segments are a symbol of excellence for quality brands. Headquartered in Hackettstown, NJ, Masterfoods USA employs more than 7,000 associates in the United States, with 15 manufacturing facilities nationwide. The company owns some of the world's favorite brands, including M&M'S(R) Brand, SNICKERS(R) Brand, UNCLE BEN'S(R) Brand, PEDIGREE(R) Brand Food For Dogs and WHISKAS(R) Brand Food For Cats. For additional information please visit the Masterfoods USA Online Newsroom at http://www.masterfoodsnews.com/.

About Lucasfilm

Lucasfilm Ltd. is one of the world's leading film and entertainment companies. Founded by George Lucas in 1971, it is a privately held, fully integrated entertainment company. In addition to its motion picture and television productions, the company's global businesses include Industrial Light & Magic and Skywalker Sound; LucasArts Entertainment; Lucas Licensing; and Lucas Online. Lucasfilm's feature films have won 19 Oscar Awards and its television projects have won 12 Emmy Awards.

* Source: IRI, FDMC 2/04

Contacts: Joan Buyce Annemarie Savage Masterfoods USA Weber Shandwick 908-979-5056 212-445-8356 joan.buyce@effem.comasavage@webershandwick.com

Photo: NewsCom: http://www.newscom.com/cgi-bin/prnh/20050329/NYTU031 AP Archive: http://photoarchive.ap.org/ AP PhotoExpress Network: PRN2 PRN Photo Desk, photodesk@prnewswire.com Source: Masterfoods USA

CONTACT: Joan Buyce of Masterfoods USA, +1-908-979-5056, joan.buyce@effem.com; or Annemarie Savage of Weber Shandwick, 212-445-8356, asavage@webershandwick.com, for Masterfoods USA

Web site: http://www.masterfoodsnews.com/ http://www.mms.com/

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