M&M’s are one of the most popular and iconic candy brands, known for their colorful button-shaped chocolates. The original M&M’s were produced in 1941 and came in five colors – brown, yellow, green, red, and tan. The tan M&M’s were one of the original five colors offered and were a staple of the brand’s identity for over four decades before being discontinued in the mid-1990s.
The Introduction of Tan M&M’s
Tan made its debut when M&M’s were first produced in 1941. The initial five color mix was chosen by Forrest Mars Sr., the founder of M&M’s, along with the help of the company’s first Quality Control Manager. The tan color was selected to complement the other warm tones of brown, yellow, and orange in the mix.
At the time, tan was not a common candy color. The unique hue helped M&M’s stand out from the competition. The tan candies had a light brown shell and the stamped “M” was brown on the tan background. They were one of the iconic original colors that defined the M&M’s brand for decades.
The Height of Tan M&M Popularity: 1940s-1980s
For over 40 years, tan was a core part of the M&M’s identity. Generations of candy lovers grew up with the original five colors throughout the 1940s, 50s, 60s, 70s and into the 1980s. The tan M&M’s were featured prominently in advertising, packaging and media appearances during this time.
Some key moments for tan M&M’s during the height of their popularity:
- 1954 – M&M’s were featured in the classic movie Rear Window with actress Grace Kelly offering tan, brown and other colored candies.
- 1970s – The first television commercials for M&M’s showed the candy mascots with the tan character as a main part.
- 1976 – When M&M’s added the red, green and orange colors, tan was retained as one of the core eight colors offered.
- 1981 – Tan became part of the new tagline “melts in your mouth, not in your hand” which endures today.
During this 40+ year span, the tan color was an integral part of the M&M’s brand and was one of the most recognizable candy colors. Several generations grew up enjoying tan as a standard option any time they bought a bag of M&M’s.
The Decline and Eventual Discontinuation of Tan M&M’s
In the late 1980s and early 1990s, M&M Mars began reconsidering the role of the tan M&M’s. While they had been popular for decades, trends were changing and some consumers perceived tan as an outdated color. Additionally, from a production standpoint, the tan coloring was one of the more difficult shades to consistently manufacture compared to other colors.
In 1995, Mars conducted consumer focus groups and surveys to help select a new color mix. The studies showed lagging popularity for the tan candies. As a result, in 1995 Mars announced that tan would be permanently discontinued in the United States. That year the tan candies were replaced with a new blue color in the product mix.
However, tan still remained available in some international markets for a few more years. The phase out happened gradually on a country-by-country basis. Tan was still available in the UK up through 1999 but was then discontinued in that market as well.
The final manufacture of tan M&M’s for any markets ended in 2000. At that point, the tan color had been an M&M’s staple for almost 60 years but its usage had waned in the 1990s. Blue, which shared some product tones with tan, became the replacement shade palate.
The Era of Tan M&M’s: 1941 – Early 2000s
While no longer available, the era of tan M&M’s still represents an important chapter in the brand’s history. For over 40 years, tan was one of the core identifying colors of M&M’s brand. It had a good run but waning popularity and production challenges led Mars to make the change to the blue color instead.
Here is a summary timeline of key events in the history of tan M&M’s:
| Year | Event |
|---|---|
| 1941 | Tan M&M’s first introduced in the original 5 color mix |
| 1954 | Tan M&M’s featured in the film Rear Window |
| 1970s | Tan M&M’s appear in early TV commercials |
| 1995 | Tan discontinued and replaced with blue in US markets |
| 1999 | Tan phased out from UK markets |
| Early 2000s | Final production of tan for international markets ends |
While no longer available, the tan M&M’s occupy a nostalgic place in candy history. They were one of the original colors that made M&M’s an iconic candy brand for over 40 years. The tan era represents an important chapter in M&M’s long story that today’s fans look back on fondly.
Why Were Tan M&M’s Discontinued?
So what ultimately led to the decision to discontinue tan M&M’s after being a core color for decades? There were a few key factors that contributed to tan getting the axe in the 1990s:
- Declining popularity – Consumer surveys in the early 1990s showed tan as one of the least popular M&M’s colors. Focus groups indicated a perception of tan as an “outdated” or “old-fashioned” color.
- Production challenges – The tan coloring was one of the more difficult shades to consistently produce compared to other colors. Ensuring uniformity of the tan was an increasing challenge.
- New color, blue – Market research indicated positive response to a new blue color. Blue also better complemented updated packaging and marketing in the 1990s.
- Streamlining – Eliminating tan allowed for streamlining production and inventory management with one less color.
The decline of tan’s popularity coupled with operational factors led Mars to make the strategic decision to drop tan in favor of the new blue color that consumers preferred in the 1990s. Tan had a great run but its time in the spotlight eventually ran its course.
Did Fans Miss the Tan M&M’s?
The discontinuation of tan M&M’s did not come without some consumer backlash. Though tan had declining popularity by the 1990s, there were still many nostalgic fans of the color.
- Letters and petitions asking for the return of tan circulated around the time of its discontinuation.
- Some candy collectors held on to their remaining supplies of tan M&M’s after it was discontinued.
- Many long-time M&M’s fans expressed a nostalgic preference for the original 5 colors, including tan.
- Several online petitions and campaigns have lobbied for the return of tan M&M’s over the years.
While not the majority opinion, there were clearly some die-hard tan fans who missed the color once it was gone. However, not enough to spur Mars to ever bring it back into the mix.
Could Tan M&M’s Make a Comeback?
Though tan has been off the shelves for over 25 years now, some loyal fans still hold out hope it could someday make a comeback. Realistically, the chances seem very slim that Mars would reintroduce it given the strong market performance of the current color lineup.
A few reasons a tan M&M revival appears unlikely:
- Mars has shown no indications of wanting to revive tan or change up the current color mix.
- Blue has replaced tan successfully for over 20 years now making a switchback seem improbable.
- Production and inventory would likely be complicated by re-adding another color.
- Current consumers are accustomed to the colors without tan.
While a tan comeback can’t be ruled out entirely, fans probably shouldn’t hold their breath. Mars seems committed to the current colorful candy recipe that has proven to be a winning formula with consumers.
That said, there are some scenarios where limited edition or specialty releases could potentially allow tan to briefly return for nostalgia or collector’s value:
- Special edition “retro” pack with only the original 5 colors
- Limited run for their 80th or 90th anniversaries
- Contest prize of custom orders allowing winners to request tan
- Targeted marketing to senior consumers with nostalgic packaging
While not permanent, these types of limited special releases could allow tan to briefly be back in the mix for fans to enjoy once again.
The Legacy of Tan M&M’s
Though their era came to an end, tan M&M’s leave behind a lasting legacy:
- Core part of the original classic 5 color mix for over 40 years
- One of the iconic and recognizable candy colors of the 20th century
- Featured prominently in packaging, advertising and media over several decades
- Beloved by generations of M&M’s fans for its unique place in the color palette
- Occupies a nostalgic place in candy history and brand marketing
Tan M&M’s helped define the distinct visual identity of the brand through some of its most formative decades. The tan era represents an important chapter in M&M’s evolution into one of the biggest candy brands in the world.
While their time has passed, tan M&M’s hold an enduring spot in candy lore and brand nostalgia. For many classic candy lovers, tan will always represent one of the OG iconic M&M’s colors.
Conclusion
Tan M&M’s were first introduced in 1941 as one of the original five color varieties. For over four decades, tan was a core identifying color of M&M’s candy. But by the 1990s, consumer tastes and production challenges led Mars to retire tan and replace it with blue instead. The final tan M&M’s were manufactured in the early 2000s.
Though beloved by fans for generations, the discontinuation of tan did not spur enough backlash to convince Mars to ever reintroduce it. While their era ultimately ended, tan M&M’s remain an iconic representation of nostalgic candy history that is fondly remembered by many long-time fans today.