M&M's Iconic Slogan Was Meant To Cater To WWII Soldiers

You've probably heard the famous tagline, "It melts in your mouth, not in your hands." Of course, the "it" is a reference to an individual M&M lentil. The mini milk chocolate gems varnished with a colorful, crispy outer shell have been a candy aisle staple since they made their debut back in the 1940s. Decades later, M&M's are still among the top-selling confections on the planet.

Perhaps surprising to some aficionados of the iconic sweets, M&M's were initially marketed to a very specific audience: the military. The reason? Since the ellipsoid-shaped chocolate bits were protected by a sturdy sugar coating, they were able to retain their structure and flavor, even in the hottest temps. Throughout World War II, thousands of American soldiers would munch on M&M's — a portable, energy-boosting indulgence that, as a bonus, reminded them of home. WWII veterans were the customers who kickstarted the candy craze that quickly swept the globe — and inspired one of the most iconic advertising slogans of all time.

Obviously, you don't have to be an active military member nor veteran to enjoy M&M's today. However, the convenience and practicality of the button-sized chocolates are unmistakable. These features were deeply appreciated by WWII comrades, who fought in varying climates while deployed. Then, in 1954, the famous rallying cry, "It melts in your mouth, not in your hands" was officially established to honor the candy's ability to withstand the most intense environments. 

Vets remained loyal to M&M's upon returning stateside, so much that they shared their love of the satisfyingly crispy, melt-proof candies with their families, friends, and communities. As a result, production expanded to reach a wider consumer base in addition to soldiers. Interestingly, M&M's was one of the first candy brands to feature an identifiable trademark — in this case, simply the letter "M" — on individual pieces. 

For easy pouring and shipping, M&M's were originally packaged in cardboard tubes, the innovative predecessor of the easy-tear bags they come in today. Although the "melts in your mouth" mantra is no longer in use, several other M&M's slogans have been exhibited over the years, including "All the world loves M&M's" in the '80s, "Candy of the millennium" in 1998, and "There's an M in everyone" in 2007. To this day, M&M's are provided as military rations and have even been launched into space with astronauts, most famously those on board the Columbia space shuttle in 1981 and Atlantis in 2011.