The problem was easy to diagnose. “When people say things like that, it’s clearly a packaging issue,” he says now. The premium-­chocolate market is full of self-serious brands like Ghirardelli, and he ...

A spokesperson for Mars Wrigley, maker of M&M’s and Skittles, made a similar point, noting that candy sold in “boxes in movie theaters is easier to pour and share, compared to traditional packaging, ...