M&M’s will face million-dollar costs and challenges to launch confections without artificial colors and will have absent colors
Mars, the company behind the famous M&M’s, is preparing to introduce a new line of confectionery without artificial colors starting in August. This launch, however, faces a complex and costly logistical challenge, especially in recreating the natural blue tone of its iconic sweets, resulting in the absence of two colors.
The discussion about banning artificial colors in foods gained momentum with the statement from Dr. Marc Siegel, senior medical analyst at Fox News. He defends the need to ban these additives, amid debates about FDA restrictions and lawsuits against companies for foods considered “addictive” for children.
Mars’ decision to introduce chemical-free confections aligns with “Make America Healthy Again” (MAHA) legislation. This measure comes after intense pressure exerted by the Secretary of Health and Human Services (HHS), Robert F. Kennedy Jr., on the food industry.
While natural alternatives such as beetroot and turmeric have proven viable for red and yellow tones, reproducing the color blue through organic means has presented much greater technical and financial challenges.
Previously, Mars used spirulina extract, a blue-green algae powder, to achieve blue and brown colors. However, the prohibitive cost of this natural substance prevents its large-scale adoption.
The cost difference between dyes is marked; Turmeric can be purchased for between $9 and $11 per pound wholesale. In contrast, spirulina, especially in its concentrated version for food use, can exceed US$100 per pound, a value ten times higher.
Several mass-consumption food products are being adapted by companies to meet the requirements of the MAHA initiative, taken over by the government.
Spirulina presents an additional challenge: its high viscosity causes spray nozzles at M&M’s facilities to clog. This problem also generates the accumulation of waste in manufacturing equipment, raising concerns about safety and hygiene.
The high investment required to align products with MAHA requirements created an impasse for Mars, as disclosed. With the goal of presenting the new line in August, before the company’s 85th anniversary, millions were invested in the search for viable solutions.
The high expenses to replicate the blue tone made Mars consider a launch with just three colors: red, orange and yellow. However, this combination was dismissed by executives, who considered it to have an undesirable “sunset atmosphere.”
Anton Vincent, who heads Mars’ North American snacks division, described the replacement process as a “scary situation.” He highlighted the sensitivity of changing a product that is an “85-year-old icon”.
At the same time, Walmart is also committed to removing synthetic dyes from all its own brand products.
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In 2016, Mars had already tried to launch products without artificial colors, but abandoned the initiative. The decision was reversed because the company realized that the majority of consumers were not concerned about the presence of these additives.
However, a new campaign, led by Kennedy, intensified pressure on companies to eliminate artificial components. In response, Mars reiterated, in 2025, its commitment to prioritizing natural color alternatives.
Kennedy Jr. has been a vocal critic of the use of artificial colors in American foods. He points to them as one of the main causes of several public health crises in the country.
“By investigating nine specific food dyes, science reveals an unquestionable connection to behavioral disorders in children and potential long-term cancer risks. We are committed to their systematic elimination,” he said in 2025, during a press conference with West Virginia Governor Patrick Morrisey.
In a pioneering move in 2025, West Virginia became the first state to pass legislation that completely bans the sale of artificial colors throughout its territory.
The HHS, led by Kennedy Jr., included Mars on a list of 27 corporations that have pledged to eliminate artificial food colorings from some of their products. This initiative aims to eradicate petroleum-derived additives from the United States food system.
In the federal context, Kennedy Jr.’s office formalized the ban on four artificial food colorings of petrochemical origin. The measure revoked previous Food and Drug Administration (FDA) authorizations for substances such as brominated vegetable oil (BVO) and the dyes Red No. 3, Citrus Red No. 2 and Orange B.
Additionally, Kennedy Jr. intensified pressure on companies to progressively discontinue six other specific dyes: Red 40, Yellow 5, Yellow 6, Blue 1, Blue 2 and Green 3.
Studies conducted on animals, cited by his office, have established a connection between the consumption of certain artificial colors and risks of cancer, as well as long-term behavioral dysfunctions.
The FDA invoked the Delaney Clause, which obliges the institution to ban any chemical substance proven to be carcinogenic in humans or animals, by banning Red Dye No. 3 in 2025. Several prolonged studies with animals had already demonstrated the relationship between this substance and the development of cancer in rats.
Contacts were made with Mars and the Department of Health and Human Services (HHS) seeking additional positions on the topic.
