Mars is rolling out new versions of M&M’s, Skittles, and Starburst that align with the “Make America Healthy Again” (MAHA) movement championed by Health Secretary Robert F. Kennedy Jr. Starting in August, select packages of these candies sold exclusively on Amazon will no longer include blue or brown colors, replacing synthetic dyes with alternatives derived from natural sources. The transition is expected to take roughly two years.
The change applies only to specific Amazon-exclusive offerings; existing varieties sold in other retail channels and online stores will continue to feature the classic color lineup. A Mars spokesperson told Fast Company that “existing varieties of these products that consumers already know and love will continue to be available in stores and online,” emphasizing the limited scope of the rollout.
The shift comes after the Department of Health and Human Services and the Food and Drug Administration outlined plans last year to phase out synthetic dyes in foods over the next several years. No legislation currently bans the targeted substances, but Mars is following a growing corporate trend. PepsiCo has also made similar product adjustments in response to the administration’s policy signals.
This move underscores a broader industry pivot toward cleaner ingredient labels, driven by consumer health concerns and regulatory pressure. While Mars’s changes are voluntary, they signal that even legacy food giants are willing to preempt potential federal mandates. The strategy could help the company sidestep future compliance hurdles while appealing to health-conscious shoppers.
Critics, however, argue that the company's approach is more about brand positioning than public health. By limiting the reformulated products to an Amazon-exclusive channel, Mars can generate favorable headlines without fully committing to a company-wide overhaul. This selective rollout may also confuse consumers who expect the same ingredient standards across all packaging. The true test will be whether natural dyes can match the visual appeal that artificial colors have long provided.