M&M’s are going MAHA, eliminating two iconic colors

Mars will launch naturally colored M&M’s in August, though the blue and brown varieties will be absent from the initial release. According to a Wall Street Journal report, the company is replacing synthetic dyes with natural ingredients like spirulina, but technical production hurdles have limited the initial color palette to red, orange, and yellow.

The candy giant is spending millions of dollars to reinvent the treat as pressure increases from Health Secretary Robert F. Kennedy Jr.’s “Make America Healthy Again” (MAHA) movement. The movement pushes food manufacturers to phase out synthetic dyes, which Kennedy has linked to health concerns, particularly in children.

Why are blue and brown M&M’s missing from the natural launch?

The absence of blue and brown stems from a technical failure to replicate the “cerulean” hue using natural ingredients. Mars selected spirulina, a high-protein algae, as the substitute for the artificial dye Blue 1, according to the Wall Street Journal.

The spirulina requires roughly seven times as much pigment to achieve the correct color. This creates a thick, foamy mixture that leaves a plaque-like residue in the machinery of the facility, which produces 600 million M&M’s every day.

This buildup in pipes can eventually lead to mold, creating a food-safety hazard. Because brown coloring relies heavily on blue, both colors were removed from the upcoming launch.

How is Mars updating its production process?

To resolve the residue issues, Mars must upgrade more than 300 machines across its plants. Claire Hewitt, the Mars executive overseeing the initiative and the company’s “chief color officer,” told the Journal that the overhaul includes installing new paddles, motors, and mixing tanks.

The new equipment will require more time, more force, and hotter water to clean. Hewitt described the project as the hardest thing she has had to do in her career.

More than 100 employees have worked on the project. The company previously experimented with pink and purple alternatives, but executives decided those colors did not look right.

What is driving the shift to natural dyes?

The shift is a response to growing restrictions and pressure from the MAHA movement. While food companies have generally defended synthetic additives as safe and regulator-approved, Mars is now offering a natural alternative.

This is not the company’s first attempt at this transition. Mars pledged in 2016 to remove artificial colors from its food products but later walked back those plans for its candy line, stating that shoppers were not concerned about dyes in occasional treats.

What happens next for M&M’s?

The naturally colored M&M’s will initially be sold exclusively through Amazon. The traditional version containing artificial dyes will remain available for consumers.

Mars may eventually restore the full color palette if the machine upgrades prove successful. The company’s ultimate goal is to recreate all six classic colors using natural ingredients by 2028.

Frequently Asked Questions

When will naturally colored M&M’s be available?
They are scheduled to debut in August and will be sold exclusively via Amazon.

Why can’t Mars use natural blue dye?
The natural substitute, spirulina, creates a foamy mixture and plaque buildup in pipes that could lead to mold and food-safety hazards.

Will the original M&M’s disappear?
No, the traditional artificially colored version is not being discontinued for now.

Would you switch to natural M&M’s if it meant losing the classic blue and brown colors?