Mars Wants to Turn M&Ms into NFTs

Candymaker Mars Inc. has filed for an NFT trademark for its M&M brand, the latest food company hoping to bring its product into the metaverse.

Trademark attorney Michael Kondoudis shared the news of the application Friday (June 24) on Twitter, saying that the application involves “NFTs and digital tokens, virtual candy and snacks.”

In addition, the application also seeks to trademark software for authenticating, storing, and transmitting non-fungible tokens (NFTs), digital currencies and tokens, and crypto-collectibles.

The news comes weeks after Kraft Foods filed a number of trademark applications for a range of digital assets for seven of its food brands: Kraft, Jell-O, Kool-Aid, Velveeta, Lunchables, Oscar Meyer and Philadelphia.

Read more: Restaurant Roundup: Wendy’s, Kraft Invest in Metaverse Restaurants

The applications describe the creation of online virtual restaurants featuring food and drink items, where users can earn points and virtual currency to purchase food and drink in the real or virtual worlds. In addition, Kraft hopes to trademark “online actual and virtual events,” “online video games” and “online non-downloadable software featuring non-fungible tokens (NFTs) and other virtual goods.”

Meanwhile, Wendy’s opened a metaverse restaurant called Sunrise City this spring on Meta’s Horizon Worlds and was apparently so happy with the results that it said it was expanding the initiative last week.

The company says the virtual space is designed as “a breakfast-lover’s playground, complete with a breakfast-themed obstacle course.”

“New world just dropped on Horizon Worlds,” Wendy’s said on Twitter. “Get a free breakfast sandwich with any purchase and hop into Sunrise City.”

Related news: Wendy’s Opens Virtual Restaurant in Meta’s Metaverse

The chain’s first two Horizon Worlds metaverse spaces launched in early April, collectively known as The Wendyverse. The offerings included Wendyverse Town Square Central, a virtual restaurant space and an outdoor area, and the Wendyverse Partnership Plaza, a virtual basketball court at “The Buck BiscuitDome.”

“After driving thousands of Meta Horizon Worlds’ users online to shoot some virtual biscuit hoops and generating more than 650 million media impressions, it’s safe to say we successfully broke through with ‘Wendyverse,’” Carl Loredo, Chief Marketing Officer at Wendy’s, said earlier this month.

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