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(July 11, 2001) -- The newest variety of M&M's is intended to melt in the hands of Hispanics.

Recognizing the growth of the U.S. Hispanic market, M&M/Mars later this month will introduce a new Dulce de Leche-Caramel Chocolate Candy modeled after the popular Latino dessert.

The flavor will initially be available only in the top five Hispanic markets including Los Angeles and Miami. Advertising, which includes a TV, print and radio campaign set to break mid-August, will be handled by M&M/Mars' Hispanic agency of record, Zubi Advertising, Miami.

The bulk of the ads will be in Spanish, though a few executions will be in English, because the product is intended to appeal to mainstream consumers as well, a company spokesman said. -- Stepahnie Thompson

Copyright July 2001, Crain Communications Inc.

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