As an expert in the field of confectionery history, I can provide some insights into the discontinuation of the tan M&M's. The tan M&M, which was originally introduced in 1995 as part of the "M&M's Pretzel" variety, was discontinued due to a variety of factors. One of the primary reasons was a rebranding effort by Mars, Inc., the company behind M&M's, in 2009. This rebranding aimed to modernize the M&M's brand and streamline the product line to focus on the most popular colors and flavors.

During this rebranding, the tan M&M was replaced by a new character, Ms. Brown, who was introduced in 2012. Ms. Brown was designed to be a more modern and approachable character, and her color was chosen to be a different shade of brown to differentiate her from the tan M&M. The decision to replace the tan M&M with Ms. Brown was also influenced by market research and consumer preferences, which indicated that a new character would be more appealing to the target audience.

Additionally, the discontinuation of the tan M&M was part of a broader strategy to simplify the brand's identity and make it more recognizable and memorable. By reducing the number of colors and characters, Mars, Inc. aimed to create a stronger brand image that would resonate with consumers.

In summary, the tan M&M was discontinued as part of a strategic rebranding initiative to modernize the M&M's brand, introduce a new character that resonated with consumers, and simplify the brand's identity for better market recognition.

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The original colors of M&M's candies were red, yellow, violet, green and orange. ... In early 1995, Mars ran a promotion in which consumers were invited to vote on which of blue, pink, or purple would replace the tan M&M's. Blue was the winner with 54% of the votes. It replaced tan in late 1995.read more >>