Dive Brief:
- Mars said it will begin offering Skittles, Starbursts and other iconic candies with natural coloring next year, though the company stopped short of committing to converting its entire portfolio away from artificial dyes.
- The candymaker said it will release natural dye options for four products across its biggest brands: M&M’s Chocolate, Skittles Original, Extra Gum Spearmint and Starburst Original fruit chews.
- Mars added it will share details and timelines for converting more of its portfolio away from artificial colors “when we have identified fully effective, scalable solutions.”
Dive Insight:
Prior to the announcement, Mars remained a notable holdout in a wave of companies announcing they would end use of artificial dyes following pressure from consumers and requests from federal regulators.
In 2016, the M&M’s and Skittles maker committed to removing artificial dyes from its candies within five years. But after putting significant time and money into developing new ingredients, seeking regulatory approval and building manufacturing infrastructure, Mars realized that not all consumers wanted natural dyes.
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