Mars Snacking is launching new versions of M&M’s, Skittles, Starburst and Extra products made without Food, Drug & Cosmetic colors in the United States. Mars’ move follows years of formulation work but arrives as the MAHA initiative and FDA pressure accelerate the food industry’s shift away from FD&C petroleum-based colors.

The new products include Skittles Original, Starburst Original Fruit Chews, Extra Spearmint Gum and M&M’s Milk Chocolate. Mars will initially offer the products on Amazon.

• The Skittles option will retain its five original fruit flavors: strawberry, orange, lemon, grape and lime.
• Starburst will include strawberry, cherry, orange and lemon flavors.
• The first M&M’s Milk Chocolate option made without FD&C colors will contain red, orange, green and yellow candies. Blue and brown will not be included in the initial version as Mars continues to refine the formulation.

Existing M&M’s varieties featuring the traditional six-color mix of red, orange, yellow, green, blue and brown will remain available.

Mars said it continues to evaluate non-FD&C alternatives across its line while maintaining its safety and quality standards and meeting regulatory requirements.

Why this matters for convenience services operators

• Formulation changes from large snack manufacturers could influence the product mix available to vending, micro market and pantry service operators.
• New formulations could create incremental sales opportunities among consumers seeking different ingredient options.
• Offering both traditional and non-Food, Drug & Cosmetic color versions could help operators serve customers with different ingredient preferences. At the same time, it could confuse customers and complicate stocking and distribution.
• Operators will need to monitor distributor availability as products move beyond their initial Amazon launch.
• Operators that choose to stock the non-FD&C options should track customer response to the alternative colors before making major assortment changes.