M&M's is introducing a new color candy for the first time in a decade: Mars on Wednesday officially debuted "purple," the first ever female peanut M&M. More than 10 million fans voted to add the color to the candy rainbow in May, edging out aqua and pink.
"Mars is thrilled to debut the newest member of the M&M's cast of characters to the world," Jane Hwang, global VP at Mars Wrigley, said in a statement. "There is so much about our new spokescandy that people can relate to and appreciate, including her willingness to embrace her true self -- our new character reminds us to celebrate what makes us unique."
Purple M&M's were standard when the candy debuted in 1941 but were replaced by tan in 1949. In 1995, fans voted to swap the beige buttons with blue M&M's. Mars has changed the colors of its flagship candy several times over the years, including for seasonal promotions.
Today, purple joins a lineup of red, yellow, orange, green, blue and brown.
Though the green M&M has been presented as flirty, go-go-boot-wearing woman, "purple" is the first peanut M&M's to present as female. Her arrival was heralded with "I'm Just Gonna Be Me," a new promotional song and music video launched Tuesday.
For each stream of "I'm Just Gonna Be Me," M&M's will donate $1 to the music nonprofit Sing for Hope, up to $500,000.
Earlier this year, the candy company announced a partnership with rapper Lil Nas X, including a "Long Live Montero" M&M's bag with candies bearing butterflies, the rapper's face and pink, blue and purple hearts.
The limited-edition pack retails for $49.99, with a portion of proceeds also benefiting Sing for Hope.