Mars Inc., the maker of Skittles and M&M’s, said it will begin offering natural dye versions of some of its most popular products next year, responding to mounting consumer and regulatory pressure over artificial colors.
The company announced that four products — M&M’s Chocolate, Skittles Original, Extra Gum Spearmint, and Starburst Original fruit chews — will be available in variants free of synthetic dyes. However, Mars has not committed to eliminating artificial colors across its entire confectionery portfolio, saying it will expand the transition “once fully effective, scalable solutions” are identified.
The move follows growing scrutiny from regulators and public health advocates. Earlier this month, the Texas attorney general launched an investigation into Mars for failing to meet its earlier pledge to phase out artificial dyes. In 2016, the company had promised to reformulate its candies within five years, but later said consumer demand for bright, synthetic colors remained strong.
“Mars’ position has evolved because not all consumers consider artificial colors a concern,” the company said, while noting that attitudes have shifted in recent years with new legislative efforts tied to the “Make America Healthy Again” campaign.
The confectionery sector faces some of the toughest hurdles in reformulating products, as petroleum-based dyes are key to delivering the vivid hues consumers associate with candy. Limited supply of natural colors, combined with cost and shelf-life concerns, has slowed industry-wide adoption.