As M&M’s became increasingly popular, the company began transforming the simple chocolate candy into a much larger brand. The original pieces were mostly brown, but colorful shells eventually became an important part of their identity. Red, yellow, green, orange, and other shades helped make the candy instantly recognizable.

The company also experimented with different varieties. Peanut M&M’s became one of its most successful additions, followed by peanut butter versions and countless limited-edition flavors. Seasonal packaging and special colors made the candies popular during holidays, celebrations, and sporting events. Their advertising campaigns introduced memorable characters that helped connect the brand with generations of customers.