PROTECT THE PEANUT

FOOD&WINE FG6A? Savannah Morning News. FZ metre SouthemLiving Muse yahoo! MOL [YY mrewserex ANE Ymsn wrnj Mmems RSENS “How Reddit users sparked a global theexecution effort to future-proof the peanut” Feveecercre beara reser ttiente eenent esteem et aren ite research, university partnerships, and the development of Campaign climate-resilient peanuts, followed by supply chain improvements, farmer adoption, and product innovation, A documentary broke down E ‘ S ; — the science for consumers and M&M'S quest to future-proof the crop for & @ ‘Aperfect peanut with Improving one of America's generations to come. To close the loop, redemption codes allowed benefits beyond M&Ms” most recognizable candies” Redditors who had posted negative Peanut M&M'S experiences to taste p « t the new and improved Peanut M&M’S for themselves. But Protect the She New ork Cimes) USA' Peanut not only benefits M&M'S. Now other brands are also putting TODAY; these peanuts to work. varieties to giving back to the Reddit ; ‘ “First program dedicated @ to protecting peanuts” community that startedit all (Kd Age : e the problem 2 M&M’S, America's biggest peanut candy, had a problem. Complaints . about rancid flavor on reddit were piling up faster than all the other Mars candies complaints combined. Turns out, the problem was bigger than the candy itself. Drought, extreme weather, diseases and the effects of the changing climate were threatening the very existence of peanuts as we know it. As one of the largest peanut buyers in the world, M&M'S had to do something. From Reddit complaints to scientists to farmers to new climate-resilient peanut “A peanut makeover” _ e the idea 2 mmschocolate Hey ,, we worked with farmers and scientists to grow new peanut varieties that stay fresher for longer. Give them a try:(_ When complaints about: a rancid taste in Peanut M&M’S started piling up on Reddit, we could have simply apologized or handed out: coupons. Instead, we reimagined the peanut. In partnership with the University of Georgia, M&M'S developed a biological blueprint for new peanut varieties more resilient to a changing climate. These improved peanuts taste better, are more consistent, and more shelf stable. Farmers adopted them, the supply chain scaled them, and soon they were in every Peanut M&M. But it wasn't enough, we went back to Reddit, found the Redditors who complained, and let them try the new Peanut M&M'S. 0, Fueling over Oneofthe | ( )pen 90% 397M $15M ¢1B fastest-growing = fewer complaints organic impressions invested products Uurce ABOUT PEANUT M&M’S IN JUST ONE WEEK THROUGHT 2030 IN PEANUT M&M’S SALES IN THE M&M’S PORTFOLIO TOM&M’S MAIN COMPETITORS