Ethel M Chocolates will mark its 40th anniversary in 2021, and the Nevada-based craft chocolate division of Mars is celebrating early with a packaging makeover and a newly designed truffle formula.

Simply Chocolate, the year-old gifting and chocolate appreciation platform developed by 1-800-Flowers.com, is heading into Valentine’s Day with four new partner brands.

Ethel M Chocolates, a Henderson, Nev.-based subsidiary of Mars, Inc., and maker of premium gourmet chocolates, has revived the beloved classic Mars Bar under its label.

Ethel M is celebrating Valentine’s Day in style with two new truffle flavors and collectible tins. 

Ethel M Chocolates, the premium division of Mars, Inc., is ready to celebrate. The company has wrapped up a three-month, multimillion-dollar renovation of its Henderson, Nev.-based factory store.

As the premium chocolate division of Mars, Inc., Ethel M emphasizes its tradition of creating handmade and preservative-free confections. However, over the last two years the brand has looked for ways to “reposition itself” and make new connections, Young says.