Mars’ artificial-dye-free push hits major reformulation hurdles

Mars M&M’s natural colours overview

• Mars prepares artificial-colour-free M&M’s amid reformulation challenges
• Company pledged to remove synthetic dyes from key confectionery brands
• Consumer research found artificial colours not widely viewed concerning ingredients
• Natural dye reformulation complex and costly
• Confectionery demands high stability driving hybrid strategies and further innovation

Mars’ is gearing up to launch artificial-colour-free M&M’s.

The confectionery giant pledged to offer artificial-dye-free versions of some of its most iconic brands, including M&M’s, Skittles and Starburst, in August last year.

However, the multinational stopped short of introducing natural colours across its entire product range after extensive market research and product testing revealed that not all consumers wanted natural dyes.

“We found that many of our consumers across the world do not, in fact, find artificial colours to be ingredients of concern,” said a spokesperson for Mars in a statement published on the its website.

Added to that, the confectionery giant has faced major challenges in reformulating for natural colours.

Reformulation challenges

The transition to natural dyes – such as beets and turmeric – has proven complex and costly for Mars. That’s according to a report by the Wall Street Journal.

As a result, blue and brown will be missing from the new artificial-dye-free bags as these could not be naturally replicated, at least for now.

But the world’s biggest confectionery company didn’t take the decision lightly.

“It was a daunting situation,” says Anton Vincent, president of Mars’ North American snacks division. “You’re messing with an 85-year-old icon.”

Meanwhile, many other sectors are already using natural dyes across their portfolios, as the transition has proved less technically challenging, particularly in categories such as beverages, dairy and bakery.

In these segments, simpler formulations, less stringent colour stability requirements, and shorter shelf lives make it easier to replace synthetic additives without compromising product quality.

Artificial colours in confectionery

Mars’ experience emphasises the need for continued innovation in natural colour solutions, particularly as manufacturers balance consumer demand for clean-label products with the technical challenges of stability, consistency, and scalability.

Natural colours, while increasingly preferred over synthetic alternatives, can be more sensitive to factors such as heat, light, and pH, making it difficult to achieve the same vibrancy and shelf life across different product applications. This creates a strong imperative for ingredient suppliers and food companies to invest in research and development, exploring new botanical sources, improved extraction techniques, and advanced formulation strategies. In doing so, the industry can not only meet regulatory and consumer expectations but also unlock more robust, versatile colour solutions that maintain product appeal without compromising on natural credentials.

In the meantime, major confectionery companies are likely to follow Mars’ lead and adopt a hybrid approach – offering dye-free alternatives alongside traditional formulations.