Acquired
Mars Inc. (the chocolate story)
Ben Gilbert
And it worked in a huge way. Multiple sources cite that it 3X'd the sales of Reese's Pieces when this came out. And Reese's Pieces, they'd launched it a year before. It had done well initially. It kind of fell off, and then they were trying to use this to, hey, maybe we can galvanize sales. And I think it tripled Reese's Pieces sales for a while, and then it ultimately tripled.
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