Top 40 supplier Chocolate Inn/Lanco (asi/44900) has entered into a new relationship with Mars Retail Group (asi/68888) to represent the company’s My M&M’S B2B product line in the promotional products industry.

“We are ecstatic to be working closely with Mars Retail Group and their My M&M’S B2B team to grow its personalized chocolate business within the promotional products B2B channel,” Lance Stier, CEO of NC Custom, parent company of Chocolate Inn/Lanco, said in a press release. “M&M’S Chocolate Candies are an industry-leading brand, and we believe B2B is a huge growth opportunity for Mars Retail Group. We look forward to representing the brand across the United States and Canada, collaborating to bring the best experience of the M&M’S brand to life through tradeshows, gifting, special events and business occasions.”

The initial product offering from Chocolate Inn/Lanco will allow customers to choose three colors from a selection of 25, offer an array of packaging options and provide the ability to customize or personalize M&M’S Chocolate Candies. With the ability to add two personalized logos and two messages per item, customers will be able to add a more personal item to their product portfolio.

Packaging options include: clear party packs, single-color party packs, full-color party packs, bulk bags, as well as a variety of gifting items. There’s also a slate of future products planned to continue to expand the brand within the category.

“We’re happy to bring this new product offering to our distributor partners,” said David Miller, president of Chocolate Inn/Lanco. “Chocolate Inn/Lanco has had much success in the promotional food and specialty segment and can tap into that industry knowledge as we help to represent and build MYM&M’S presence in the B2B sector.”

With reported 2018 North American promotional product revenue of $55 million, Chocolate Inn/Lanco ranked 29th on Counselor’s latest list of the largest suppliers in the industry.