As M&M's celebrates its 85th anniversary this summer, confectionery giant Mars is set to introduce a new line of its iconic candies made with natural ingredients. This August, consumers will find M&M's in red, orange, and yellow hues, but the familiar blue and brown varieties will be conspicuously absent from the natural range.
Responding to Health Concerns
This significant shift by Mars is a direct response to increasing pressure from health advocates, particularly Robert F. Kennedy Jr.'s Make America Healthy Again (MAHA) movement. The MAHA initiative has been a vocal proponent for the removal of synthetic food colorings from consumer products, linking them to various health concerns, especially in children.
Mars is investing millions into this endeavor. Initially, the naturally colored M&M's will be exclusively available on Amazon, while the traditional artificially colored versions will remain on sale. The company's commitment underscores a broader industry trend of exploring natural alternatives to synthetic additives, even as many food manufacturers continue to assert the safety and regulatory approval of existing colorings.
The Blue Dye Dilemma
Replacing the vibrant blue shell, a staple since 1995, presented Mars with its most formidable challenge. According to a Wall Street Journal report, spirulina emerged as the most viable natural substitute for the artificial blue dye. However, this algae-based ingredient demands approximately seven times the pigment concentration to achieve the desired shade. The resulting thick, foamy mixture creates a plaque-like residue that can accumulate in production pipes, posing a potential food safety risk due to mold formation.
Claire Hewitt, Mars' executive overseeing the multi-million-dollar project and self-described "chief colour officer," highlighted the immense difficulty of this task. The complexities of replicating blue naturally also led to the decision to exclude brown M&M's from the natural lineup, as its color heavily relies on blue pigments.
Extensive Overhaul and Future Outlook
The development of natural M&M's has involved over 100 employees across various Mars facilities. Beyond ingredient sourcing, the project necessitates an extensive overhaul of production infrastructure. More than 300 machines in M&M's plants require upgrades, including the installation of new mixing tanks, paddles, and motors to accommodate spirulina. Cleaning this new equipment will also demand hotter water, increased force, and longer durations.
While food companies generally maintain the safety of approved additives, the growing consumer demand and advocacy pressure are pushing brands like Mars to innovate. This move signals a significant step towards a future with more naturally colored confectionery options.