Mars to Launch Dye-Free M&M's Amid Challenges with Blue Coloring

Mars is set to launch a new line of M&M's free from artificial dyes in August, following advocacy from Health and Human Services Secretary Robert F. Kennedy Jr. The company has successfully sourced natural alternatives for colors like red and yellow using ingredients such as beets and turmeric. However, finding a suitable natural replacement for blue has presented significant challenges due to high costs and manufacturing complications.

Currently, Mars is using spirulina extract, a blue-green algae powder, to replicate the blue color, but its price can exceed $100 per pound, making it a costly option compared to turmeric, which is available for $9-$11 per pound. Additionally, the viscous nature of spirulina has caused operational issues in the manufacturing process, leading to potential safety hazards.

Despite considering a simplified color palette of red, orange, and yellow, company executives felt that this option did not align with the brand's identity. Anton Vincent, head of Mars' North American snacks division, described the situation as daunting, emphasizing the significance of the brand's 85-year legacy.

Mars had initially planned to eliminate artificial dyes in 2016 but reversed the decision after customer feedback indicated a lack of concern. However, with renewed pressure from Kennedy Jr., who has linked artificial dyes to health issues, the company is now committed to transitioning to natural dyes. Kennedy Jr. has been vocal about the dangers of artificial dyes, citing studies that connect them to behavioral and health risks, and his office has taken steps to ban several petroleum-based dyes.