Military Technology: Why M & M's Invented

In 1920, the company moved to Minneapolis and changed its name to MAR-O-BAR, and in 1923 it released the incredibly popular Milky Way bars. Soon, the company changed its name to Mars and moved to Chicago. Meanwhile, Forrest, having graduated from the University of California at Berkeley and then Yale, returned to his father's house with an engineering degree and the character of a businessman to help his father manage the company.

Forrest's ideas for the expansion of the company did not receive the approval of his father, and they seriously quarreled. In 1932, Forrest left for Europe, stipulating the right to produce Milky Way and receiving a small capital of $ 50, 000 in exchange for his family-owned shares. In Europe, he worked for Tobler and Nestle for a couple of years, learning the wisdom of the confectionery business, and then built a small factory In Great Britain. But in 1939, Forrest returned to the States with a completely new idea, which he spied on the soldiers during one of his travels to Spain. To prevent chocolate from melting in a hot climate during storage, local confectioners covered it with sugar glaze - in this form it could be picked up without fear of getting dirty.

To prevent chocolate from melting in the local hot climate during storage, Spanish confectioners covered it with sugar glaze, and in this form it could be picked up without fear of getting dirty

Forrest realized that such products have a great perspective. At that time there was no air conditioning in the houses, and the demand for chocolate was significantly reduced during the hot summer (of course, manufacturers did not like this state of affairs). Since Frank Mars died in 1934 and the family business was controlled by his widow, with whom Forrest had a tense relationship, he turned with his idea to Bruce Murray, the son of the president of another chocolate giant - Hershey Corporation. As a result, a partnership was created (in which Forrest's share was 80%), named M&M Limited - from the first letters of the names of the founders (Mars and Murray). The first product (chocolate dragee) was released in 1941, but at that time the United States entered World War II and difficult times came for chocolate producers (supplies of raw materials were limited). However, the military department included the M & M's dragee in the composition of the soldier rations - and chocolate resistance to hot weather played an important role in this. After the war, M & M's became available to the civilian population. And in 1954, the famous slogan “Chocolate that melts in the mouth and not in the hands” appeared on television advertising, which best reflected the essence of the invention of Forrest Mars, the chocolate empire of which still flourishes.

The article “Yellow & Red” was published in the journal Popular Mechanics (No. 1, January 2009).

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