Mars Removes Blue and Brown M&Ms in August Launch, Cites Dye Costs

Mars will debut artificial dye-free M&Ms in August, marking a major reformulation of the 85-year-old candy brand. The move responds to pressure from Health and Human Services Secretary Robert F. Kennedy Jr. and his “Make America Healthy Again” initiative. However, the company will drop blue and brown colors because recreating them with natural dyes proves prohibitively expensive and causes production problems.

Why Natural Dyes Cost More Than Synthetic

Mars successfully replicated red and yellow M&Ms using turmeric and beets, which cost $9 to $11 per pound from wholesalers. Spirulina extract, the algae powder needed for blue and brown shades, costs up to $20 per pound in raw form and over $100 per pound in concentrated form. This price gap forced Mars to spend millions seeking alternatives for just two colors.

Manufacturing Problems With Spirulina

Spirulina’s thick, viscous nature clogs M&Ms factory spray nozzles and creates film buildup in manufacturing equipment, posing safety and health hazards. These production issues, combined with the extreme cost, made recreating blue and brown impractical. Mars initially considered launching only red, orange, and yellow but rejected that option because executives felt the color mix had “sunset vibes” that didn’t fit the brand.

The August Launch and Broader Timeline

Mars will release the dye-free M&Ms on Amazon in August, timed to coincide with the brand’s 85-year anniversary. The company will continue selling traditional artificially colored M&Ms alongside the new version. Mars aims to have all six colors made with natural dyes by 2028, though it previously attempted a similar reformulation in 2016 and reversed course after concluding consumers did not care.

Broader Industry Shift Toward Clean Labels

Mars is not alone in removing artificial dyes. Major food corporations face growing pressure to align with the “Make America Healthy Again” agenda. The Wall Street Journal reported that Mars spent millions on the project, reflecting the scale of reformulation costs across the industry.

Final Thoughts

Mars is removing blue and brown from its new dye-free M&Ms line due to cost and manufacturing barriers, not consumer demand. Investors should watch whether the August launch drives sales or if consumers stick with traditional M&Ms.

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