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Indiana Jones and the inexplicable M&M promotion

bag of Indiana Jones M&Ms
Let it be known that I am a die hard Limited Edition Foods fan. I lived and died by Pepsi Kona, and I essentially redefine myself with each new incarnation of Kit Kat. That said, imagine my excitement when a friend of mine presented me with New Indiana Jones Mint Crisp M&Ms. (While they do not specifically say "Limited Edition", they do imply as much with "Get 'M' Before They're Lost!") One look at these puppies and you know you're in for an epicurean adventure of chilled-monkey-brains-buffet proportions, 'cause these M&Ms are all kinds of divergent from the original.

To wit:
  • They are shades of green and white
  • In place of the simple "M", some of the candies have mystical graphics (including a skull, a compass, a temple, and Indy's hat)
  • They are chocolate-mint flavored
  • Their core is a rice crisp



Hardly the M&Ms your dad was chompin' during that matinee of Raiders in '81.

I've gotta say, from the chocolatey get-go, I was hesitant. Some initial thoughts:
  • Why green? I associate Indiana Jones with Saharan browns and safari beiges. If they were going for a snakey irony, they failed, because no one messes with Indy.
  • Why mint? Chocolate-mint equals wintry warmth, not summer blockbusters about South American archaeological digs.
  • Why crisp? I always thought of Mr. Jones as sturdy and solid, not delicate and wafery.
Honestly, if I were Ms. M&M/Indiana Jones Marketing Campaign bigwig, I would have pushed for extra-large red/orange/brown candies with a touch of Aztec chili. But who am I to question the creative geniuses at Mars? (They are, after all, the inventors of Twix PB.)

What it really comes down to is flavor, and my taste buds are in love with these little edible artifacts. While I maintain chocolate-mint is seasonally inappropriate, the flavor is executed beautifully, summer solstice be damned. Meanwhile, the crisp introduces an almost cookie-ish element, elevating the experience from After-Eight to Girl Scout Thin Mint. In the end I concede that if adventure has a snack, it must be Indiana Jones Mint Crisp M&Ms.

Filed Under: Television/Film, Raves & Reviews, Ingredients, New Products
Tags: america, candy, chocolate, chocolate mint, ChocolateMint, Indiana Jones, IndianaJones, limited edition, limited edition candy, LimitedEdition, LimitedEditionCandy, mm, summer

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Reader comments (Page 1 of 1)

GL

5-28-2008 @4:42PM GL said... What's more Indy than an anthropomorphised candy in a pith helmet?
Reply

Rachel

5-28-2008 @5:00PM Rachel said... I wish M&M would bring back their plain milk chocolate crispy ones. those were so good, and i'm not a huge fan of the mint flavor in the indy variety
Reply

rachel b.

5-28-2008 @5:11PM rachel b. said... Pepsi Kona was good!
Reply

Gnat!

5-28-2008 @7:59PM Gnat! said... But... are they *magnetic*?
Reply

slackferno

5-28-2008 @9:42PM slackferno said...
I've tried the mint crisp M&Ms (or I as called them, "Harrison Ford-flavored M&Ms), and I don't get the green, unless it's a reference to little green men. Crisp doesn't make much sense either. But mint? Mint is totally summer! I live in Arizona and in the summer, we live for anything naturally cooling. BTW, the limited edition candy would be killer in an ice cream Blizzard.


Reply

Hungover Gourmet

5-29-2008 @6:52AM Hungover Gourmet said... Saw the display for these the other day and could not grasp the connection myself. Also be on the lookout for the Bat-symbol shaped Reese's PB cups and Kit-Kat bars with special Dark Knight designs!
Reply

SaraFist

5-29-2008 @6:59AM SaraFist said... I have been fretting about these for weeks now! I get the Snickers Adventure Bar: coconut, spices, they add up to Indy. But mint?
Reply

Kat Kinsman

5-29-2008 @1:52PM Kat Kinsman said... >>But... are they *magnetic*?

They are to my MOUTH! After having a few from Kristyn's desk yesterday. I went home and pined for them until I came back into work today. I'm hardly the only one, as I've seen my fellow M-addicts sidling up to her desk all day long. They're like Girl Scout Thin Mints writ tiny and poppable.
Reply

Angie

6-02-2008 @3:57AM Angie said... I haven't been able to find them ANYWHERE. Where did you find them? I've found the "normal" indy M&Ms but no awesome mint crispy ones.
Reply

Kristyn Pomranz

6-02-2008 @10:12AM Kristyn Pomranz said... >>I haven't been able to find them ANYWHERE.
>>Where did you find them? I've found the "normal"
>>indy M&Ms but no awesome mint crispy ones.

A friend of mine got them for me - she said she found them at Key Food (a grocery store in the NYC area).
Reply

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