M&M's will drop blue coating as it reformulates for natural colors to meet health demandsExecutive summary: Mars announced in August it will reformulate M&M's candy coatings to remove artificial colors, notably dropping the blue coating due to high production costs. The reformulation may affect brand identity, create cost pressures, and influence market dynamics for confectionery products, while raising questions about artificial additive use. Mars Inc., the manufacturer of M&M's, consumers, and regulators overseeing food additive standards. The reformulated coatings will be gradually rolled out internationally later in 2026, with monitoring of consumer response and potential ripple effects on other snack brands.Mars disclosed that starting August the company will replace artificial colorants in its M&M's coating, eliminating the blue hue because producing blue without artificial dyes is deemed too costly. The change is part of a broader push to use only natural colors across its confectionery portfolio. Industry observers note that removing a signature color could alter consumer perception, though the impact on sales remains uncertain.Open the full case file on Beyond →
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