The search is on for M&M'S next great peanut.
As part of the brand's 75th anniversary celebration, M&M'S is empowering fans to help choose the newest peanut-flavored addition to its lineup in a nationwide "Flavor Vote."
The new flavor will join M&M'S Peanut, first introduced in 1954, on shelves this fall.
Three new nut-inspired challengers – Honey Nut, Coffee Nut, and Chili Nut – will campaign for America's hearts and stomachs in order to earn the honor of sitting side-by-side with M&M'S Original Peanut.
Fans will be able to purchase and taste each flavor for themselves in retailers nationwide and then cast their vote once a day until June 17. Votes can be logged here or by texting the word "Vote" to 87654.
Voters will also be entered for the chance to win $100,000 and earn the title of the official M&M'S Taste Tester. The winner will be announced in August along with the Flavor Vote winner, which will remain on shelves year-round.
The brand expects some "colorful" but friendly competition between the campaigners, and encourages fans to rally behind their favorite using the hashtag #MMSFlavorVote.
"At Mars Chocolate North America, we know M&M'S would not be the brand it is today without our fans," says Tanya Berman, director, M&M'S Brand. "As we celebrate our 75th Anniversary, 'Flavor Vote' is the perfect opportunity to say thanks by empowering them to write the next chapter in our brand's colorful history by choosing the newest M&M'S Peanut flavor."