THE BREAKDOWN: Mars plans to release a new version of M&M’s without artificial dyes on Amazon this August. The million-dollar project aligns with Health and Human Services Secretary Robert F. Kennedy Jr.’s health initiative, though the candy maker will continue selling its traditional, artificially colored candies as well.
Mars is getting ready to roll out a brand-new version of M&M’s made without artificial dyes this August, according to a Thursday report from The Wall Street Journal. The candy giant has reportedly poured millions of dollars into tweaking the recipe to eliminate artificial colorings. The shift comes as major food corporations face growing pressure to align with the “Make America Healthy Again” agenda led by Health and Human Services Secretary Robert F. Kennedy Jr.
Getting the look right proved to be a major obstacle. Mars ran into serious technical challenges trying to mimic the signature bright shades of classic M&M’s using only natural ingredients. “It was a daunting situation,” Anton Vincent, president of Mars’ snacking division for North America, told the outlet. “You’re messing with an 85-year-old icon.”
Because of those color-matching difficulties, the company isn’t pulling the original candy from shelves. When the dye-free M&M’s launch on Amazon’s website in August, Mars will keep selling its traditional, artificially colored versions right alongside them.
This isn’t the company’s first time addressing the issue. Mars actually pledged back in 2016 to remove all artificial colors from its global food portfolio. However, they later reevaluated that goal, stating on their website that they “found that consumer expectations regarding colors in food differ widely across markets and categories.”
The company noted that this finding motivated them to “seek to identify approaches that are more locally tailored to address these differences.”
The new rollout lands amidst a larger, public push against artificial ingredients in American grocery aisles. HHS Secretary Kennedy has frequently called for major U.S. food companies to drop artificial dyes entirely. In a July 17, 2025 post on X, Kennedy stated that “the American people have made it clear—they want real food, not chemicals.”
Mars is not alone in changing its formulas. Just this past Monday, competitor Nestlé confirmed it has completely finished phasing out artificial colors from all of its food and beverage products in the United States.
To support its broader supply chain and operations, Mars previously announced in July 2025 that it is investing $2 billion into its U.S. manufacturing facilities through 2026 to build what it termed “a stronger, more resilient business.”
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