As American companies mobilized for victory, some seemed to slide effortlessly into wartime themes. Shortages of sugar added to the appeal of candy bars and M&M's chocolate candy was included in C-ration kits because the candy shell could resist high temperatures.

An American image: three sailors having a piece of home because Aunt Mary was thoughtful enough to send her nephew a box of Milky Ways, a treat duly rationed at home.

"Yes, aunts and uncles, mothers and fathers, sweethearts and wives all over the country are sending delicious Milky Way candy bars. They know their boys will thrill to the taste of the delightful pure milk chocolate coating, the smooth creamy caramel and the luscious chocolate nougat center flavored with real malted milk...a taste treat found only in a Milky Way. Just think what a whole box of delicious Milky Ways would mean to your boy now!"