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M&M's are going MAHA, eliminating two iconic colors
New York Post • • business
Key Points:
- M&M’s is launching a natural-ingredient version of its candy for its 85th anniversary, aiming to remove artificial dyes in response to health concerns and the MAHA movement led by Health Secretary Robert F. Kennedy Jr.
- The brand faces significant challenges replacing the blue and brown colors, as the natural dye spirulina used for blue causes production issues like machine clogging and food safety hazards.
- Due to these difficulties, the initial natural M&M’s debut in August will exclude blue and brown, with Mars experimenting with alternative colors but ultimately sticking to a four-color lineup.
- Mars is investing millions to upgrade over 300 machines to handle spirulina-based coloring, requiring extensive new equipment and more intensive cleaning processes.
- The company aims to fully replace artificial colors with natural alternatives for all six classic M&M colors by 2028, initially selling the natural version exclusively on Amazon while maintaining the traditional candy.
