Mars to reformulate iconic brandsImage Credit: Getty Images – Tamar Dundua
(Image: Getty/Tamar Dundua)
M&M’s, Skittles, and Starburst will ditch artificial colours, but not every product is making the switch
Mars natural colour shift
- Mars to switch to natural colours in key brands by 2026
- Full portfolio reformulation not confirmed
- Consumer feedback showed mixed views on artificial dyes
- Public pressure influencing change
- Industry faces supply and shelf-life challenges with natural dyes
Mars, Inc. has announced plans to introduce new product options, made without artificial colours, for some of its most beloved brands, including M&Ms, Skittles and Starburst, in 2026. The change will see Mars introduce natural colours to much of its portfolio.
However, the multinational has stopped short of introducing natural colours into its entire product range.
In 2016, the confectionery giant committed to removing artificial dyes from its entire portfolio within five years. But extensive market research and product testing revealed that not all consumers wanted natural dyes.
“We found that many of our consumers across the world do not, in fact, find artificial colours to be ingredients of concern,” said a spokesperson for Mars in a statement published on the its website.
Nearly ten years on, and Robert F Kennedy Junior’s calls for a ban on artificial dyes has led to a shift in consumer attitudes, and pushed Mars to reconsider.
Though the multinational faces huge challenges in reformulating for natural colours.
While many other sectors are already using natural dyes across the majority of their portfolios, confectionery companies still rely heavily on petroleum-based colours for the vibrant appearance consumers have come to expect.
Limited supply of natural dyes, combined with uncertainty around how the transition will affect price and shelf life, has forced many confectionery companies to take a slower approach to ending the use of artificial colours.
As Mars prepares for its 2026 rollout of natural colours in select products, the move reflects both evolving consumer expectations and the complex realities of reformulation in the confectionery sector. While the shift marks progress, the company’s cautious approach underscores the broader industry challenge of balancing innovation with consistency, cost, and consumer satisfaction.
