Article with pictures NEW YORK (Reuters) - The candy that "melts in your mouth, not in your hand" has a new message: this space for rent. ADVERTISEMENT M&Ms, the candy-coated chocolate nibbles, next month will be available for corporate logos and advertising under a plan called "My Branding" -- an escalation in a war with The Hershey Company and its "Kissables" invasion. Hershey's has encroached on M&Ms' turf with the kiss-shaped chocolates in a hard candy coating, packaged to be finished in one helping. Masterfoods USA, a unit of privately held Mars Inc. and the maker of M&Ms, wants more people -- and now companies -- to order its chocolate candy in bulk, for party favors or corporate gifts. Expanding its "My M&Ms" line, Masterfoods said it will charge a set-up fee of $100 and then $22.50 to $30 per pound for the M&Ms, depending on the order. It also plans to sell ready-made message-bearing M&Ms in retail stores like birthday or anniversary cards. Jim Cass, vice president and general manager of My M&Ms, said the business already generates between 800 and 1,000 orders a day from a database of about 250,000 customers. "We think for sure that this business can probably handle a million customers (a year) over the next three or four years," Cass said. will this be sucessfull?
