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CustoM&Mized

Retail

Customized candy -- perfect gift, promotional material or office-treat. M&Ms discovers a mass-customisation killer-app.

Opportunities

This fast growing, high-margin service is currently only available in the US, but would work well anywhere else in the world: you can’t go wrong with candy. An inspirational idea for rivaling candy manufacturers (customized Mentos or Bassets wine gums?) or for anyone interested in selling more of what they already have, by letting their customers do the mixing and matching! M&Ms, in the mean time, is already experimenting with customized texts ON their candy. Gravanity here we come!

Customized candy — perfect gift, promotional material or office-treat

Here’s a winner, truly delivering on Joseph Pine’s vision of ‘Mass Customization’: customized candy! Popular candy brand M&Ms, part of Masterfoods, has used the power of the Net to take customization to the next level: consumers, businesses, universities and any organization crazy about its own corporate colors can now mix and match to get the perfect gift, promotional material or office-treat. The online ‘Colorworks‘ candy mixer, which offers M&Ms in 21 colors, lets customers choose from four categories: ‘pick your colors’, ‘school colors’, ‘corporate colors’ and ‘special occasion colors’. The latter includes baby showers, weddings, birthday parties, and national holidays. Customers are happy to pay up to three times the price of ‘standard’ M&Ms.

Opportunities

This fast growing, high-margin service is currently only available in the US, but would work well anywhere else in the world: you can’t go wrong with candy. An inspirational idea for rivaling candy manufacturers (customized Mentos or Bassets wine gums?) or for anyone interested in selling more of what they already have, by letting their customers do the mixing and matching! M&Ms, in the mean time, is already experimenting with customized texts ON their candy. Gravanity here we come!

Website: www.mms.com/

Contact: http://colorworks.com/

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