As part of a commitment to meet evolving consumer preferences, Mars Incorporated will remove all artificial colours from its chocolate, gum, confectionary, food and drink brands.
Removing all artificial colours from a food portfolio that features more than 50 brands represents a complex challenge. Mars’ strategy includes teaming up with suppliers to identify new ingredients and formulas that meet its rigid safety and quality standards, addressing all legal and regulatory requirements, and creating accessible ways to gather input and feedback from consumers throughout the reformulation process.
The company believes the process of developing alternative colours, ensuring their safety and quality, obtaining regulatory approval, and introducing the new ingredients across the entirety of its human food portfolio around the world will take about five years.
“Eliminating all artificial colours from our human food portfolio is a massive undertaking, and one that will take time and hard work to accomplish,” Mars Incorporated President and CEO Grant F Reid said. “Our consumers are the boss and we hear them. If it’s the right thing to do for them. It’s the right thing to do for Mars.”