Mars, Inc. has officially announced plans to reformulate some of its iconic brands, including M&Ms, Skittles, and Starburst, by 2026. This pivotal change will involve a transition from artificial to natural colours within much of its product line.
Nonetheless, the confectionery giant has not yet committed to eliminating artificial dyes across its entire product range.
In 2016, Mars pledged to remove artificial dyes from its full portfolio within five years. However, extensive market research and product testing revealed that consumer preferences toward natural dyes were not as strong as anticipated.
“We found that many of our consumers across the world do not, in fact, find artificial colours to be ingredients of concern,” stated a Mars spokesperson in a message on their website.
As nearly a decade has passed, Robert F. Kennedy Jr.’s calls for a ban on artificial dyes have prompted a shift in consumer attitudes, necessitating Mars to reconsider its stance.
Despite this positive shift, the multinational faces significant challenges in its quest to reformulate products with natural colours.
While various sectors already utilize natural dyes extensively, the confectionery industry continues to rely heavily on petroleum-based colours to achieve the vibrant appearances that consumers expect.
Limited availability of natural dyes, coupled with concerns about potential impacts on pricing and shelf life, has compelled many companies in the confectionery sector to adopt a cautious approach toward phasing out artificial colours.
As Mars gears up for its 2026 rollout of natural colours in selected products, this initiative captures the evolving consumer expectations and the intricacies of reformulation in the food and beverage industry. While the shift represents significant progress, the company’s measured approach highlights the overarching industry challenge of reconciling innovation with consistency, cost, and consumer satisfaction.