Announcing a new color that won't melt in your hand: blue.

The results of a two-month campaign to choose a new M&M color were unveiled Wednesday. Blue won easily with 54 percent of the more than 10 million votes cast, beating out pink and purple.M&M-Mars unveiled its new confection on the 86th floor of the Empire State Building, which was lighted all in blue in honor of the occasion.

"For the first time since M&M plain chocolate candies were introduced in 1941, America has voted for a new color to appear in the traditional mix," said Pat D'Amato, a spokeswoman for the Hackettstown, N.J.-based company.

Blue will replace tan in bags of plain M&M's; it will replace orange in almond and peanut butter M&M's, and it will be added to peanut M&M's without displacing a color.

Bags containing the new blue candies won't be widely available until September.