In a recent announcement, Mars revealed its plan to offer Skittles, Starbursts, and other iconic candies with natural coloring starting next year. However, the company stopped short of committing to converting its entire portfolio away from artificial dyes.
The candymaker specified that it will introduce natural dye options for four products across its major brands, including M&M’s Chocolate, Skittles Original, Extra Gum Spearmint, and Starburst Original fruit chews. Mars also mentioned that it will provide more information and timelines for transitioning more of its portfolio away from artificial colors once effective and scalable solutions are identified.
Before this announcement, Mars stood out as one of the few companies that had not yet made a commitment to phase out artificial dyes. In 2016, the company had planned to remove artificial dyes from its candies within five years. However, after investing significant resources in developing new ingredients, seeking regulatory approval, and updating manufacturing processes, Mars realized that not all consumers were interested in natural dyes.
According to Mars, many consumers worldwide do not consider artificial colors to be concerning ingredients in confectionery products. The company’s decision to offer natural dye options aligns with changing consumer preferences and increasing regulatory pressures, as evidenced by a recent investigation launched by Texas’ attorney general into Mars for failing to fulfill its previous pledge to eliminate artificial colors from its food products.
Transitioning from artificial to natural dyes poses challenges for the confectionery industry, as candy manufacturers heavily rely on petroleum-based colors for vibrant appearances. Limited supply of natural dyes, along with uncertainties surrounding pricing and shelf life implications, have led many companies to take a cautious approach to phasing out artificial colors.
As the demand for cleaner ingredient labels continues to grow, Mars’ decision to introduce natural dye options reflects a broader trend in the food industry towards more transparent and natural formulations. Consumers can expect to see these new offerings on shelves next year, providing them with additional choices for enjoying their favorite Mars candies with natural coloring.
