M&M’s Drops Blue and Brown Colors in August for Natural Dyes

Mars will launch M&M’s without artificial dyes in August, but the change comes with a catch: blue and brown candies will disappear from the bag. The company spent millions trying to find natural color replacements but found the costs prohibitive. This move responds to pressure from Health and Human Services Secretary Robert F. Kennedy Jr. and aligns with the Make America Healthy Again initiative.

Why Blue and Brown Are Going Away

Mars successfully replicated red and yellow using natural ingredients like beets and turmeric. However, blue proved far more expensive and difficult. The company relies on spirulina, a blue-green algae powder, which costs over $100 per pound in concentrated form. Turmeric costs just $9-$11 per pound by comparison.

Spirulina created manufacturing problems too. The ingredient clogged factory spray nozzles and built up film in equipment, creating safety hazards. Mars explored replacing blue and brown with purple and pink, or switching to a three-color red, orange, and yellow mix, but executives felt the sunset vibes were too strong, according to The Wall Street Journal.

The Political Pressure Behind the Change

Mars had pledged in 2016 to remove artificial dyes but reversed course after determining customers were not concerned. The company changed course again after Health and Human Services Secretary Robert F. Kennedy Jr. urged U.S. food companies to eliminate artificial dyes. Other major food makers like General Mills, PepsiCo, and Hershey have already offered dye-free options.

Anton Vincent, president of Mars Snacking North America and Global Ice Cream, called the situation daunting. “You’re messing with an 85-year-old icon,” he said. Mars executive Claire Hewitt added: “It’s the hardest thing I had to do in my career.”

What the New M&M’s Will Look Like

The dye-free version launches in August as M&M’s marks its 85th anniversary. The new candies will come in red, orange, and yellow. Mars did not announce plans to replace blue and brown with other colors in future versions. The company has not committed to converting its entire portfolio away from artificial dyes, only M&M’s and Starbursts for now.

Final Thoughts

Mars is eliminating two iconic M&M colors to meet political and health-driven demands for natural ingredients, but the move highlights the real costs of reformulation. Investors in food companies should watch for similar pressure on other brands.

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