Skittles (confectionery)

Skittlesare multicolored fruit-flavored lentil-shapedcandiesproduced and marketed by theWrigley Company,a division ofMars Inc.
Skittles consist of hard sugar shells imprinted with the letter 'S', similar toM&M'swhich have the letter 'M'. The interior consists mainly ofsugar,corn syrup, andhydrogenatedpalm kernel oilalong withfruitjuice,citric acid, andnaturaland artificialflavors.Skittles are sold in a variety of flavor collections, such as Tropical, Wild Berry, Smoothie, and Sour.
Skittles were introduced in 1971 by Jack Candies, a British distributor forMars, Incorporated. Mars was granted the patent in U.S. patent for the name Skittles in 1974.An animated television advertisement from 1974 bears the logo of the "Galaxy" company and is copyrighted by Jack Candies Ltd.By 1979, Skittles became widely distributed throughout the U.S.In 1982, production of Skittles began in the United States.Mars' Wrigley division acquired the Skittles company in 2008.
The name of the candy, Skittles, comes from thesports game of the same name, named as such for the resemblance of the sweet to items used in the game.
Skittles' "taste the rainbow" theme was created by the New York ad agencyD'Arcy Masius Benton & Bowles.
On March 2, 2009, Skittles launched a web-based marketing campaign where the official website became a small overlay with options to view different social media sites in the main area, including its officialYouTubechannel, aFacebookprofile, and aTwitteraccount.The move was debated by people interested insocial media.
In 2009, the production of Skittles ceased using animal-derivedgelatin, making them suitable forvegetarians,vegans, and certain religious groups.
Skittles were involved in two political incidents in the 2010s. In the aftermath of thekilling of Trayvon Martin, protestors used Skittles, which Martin had reportedly been carrying along withArizona watermelon fruit-flavored juice drink, as a symbol during rallies. Though Mars' brief statement of condolences was criticized by some outlets, such asAdweek, for being too subdued, Mars' response in 2016 to a Skittles-basedimage macro(which was posted byDonald Trump Jr.on his Twitter feed as an analogy for immigration) was praised for its tact and directness.MWWPRsaid Mars' responses could influence public relations best practices.
In 2016, Skittles faced controversy over temporarily changing the color of the candies from the signature rainbow appearance to white in support ofPride month,LGBT rightsandLondon Pride. The Wrigley Company, a separate representing party of the Skittles brand, mass-produced the limited-edition colorless candies.Skittles' rainbow themed packaging had also been altered temporarily to complement the achromatic confectionery within. On the back of each monochrome package, the Wrigley Company included an explanation for the company's marketing decision: "So this is kind of awkward, but we're just gonna go ahead and address the rainbow-colored elephant in the room. You have the rainbow... we have the rainbow... and usually that's just hunky-dory. But this Pride, only one rainbow deserves to be the centre of attention - yours. And we're not going to be the ones to steal your rainbow thunder, no siree."However, the message was met with confusion in some areas, withThe Huffington Postpublishing an article titled "Some People Think Skittles' All-White Pride Candies Are Racist", exploring the idea that by going all-white, the company failed to acknowledge the diversity defined by the LGBT community.
Every June, Skittles repeats the colorless marketing to spread Pride awareness and raise proceeds for an LGBT charity, such as theSwitchboard helplinein the United Kingdom.For the 2020 Pride edition, Skittles changed the candy colors from a rainbow to all gray in the United States, with the tagline "Only one rainbow matters during PRIDE".However, the white color continued to be used in countries such as the United Kingdom.
Skittles' marketing has become known for its avant-garde viral marketing techniques, particularly in conjunction with theSuper Bowl. In 2018, it produced a Super Bowl commercial that was viewed by only one person.In 2019, it conducted a pre-Super Bowl campaign featuringSkittles Commercial: The Broadway Musical, which was performed one time only at The Town Hall in New York City.
Skittles are commonly used to effectively treathypoglycemiaindiabetics.
The European Union's top food regulators found in 2021 thattitanium dioxide, an additive found in Skittles, could damage DNA, which in turn could lead to cancer.This resulted in the EU phasing out sale of Skittles and other foods containing titanium dioxide starting February 7, 2022, with a full ban enacted August 7, 2022.
In July 2022, a lawsuit seeking class-action status was filed in California regarding the continued use of titanium dioxide as a coloring agent.The lawsuit was voluntarily dismissed without prejudice in November 2022.
In March 2023, Democratic California AssemblymanJesse Gabrielintroduced a bill to theCalifornia Assemblythat will ban production, sales, and consumption of all foods and drinks (including Skittles,Pez,Sour Patch Kids,Campbell Soup, etc.) that contain titanium dioxide and 4 other harmful additives (which arepropylparaben,red dye 3,brominated vegetable oil, andpotassium bromate) across the State of California, all five of which have been linked to causing cancer and other health problems and at least three of these five harmful additives are already banned by theEuropean Unionfrom being used in food and drink products. If passed, California will become the first US state to adopt the European Union's ban on titanium dioxide and other cancer causing chemical additives from being used in food and drink products.
Skittles are produced in a wide variety of flavors and colors, including sour varieties. Skittles has hinted at new flavor releases on its Facebook page, using such statuses as "Locking myself in the Rainbow kitchen until I see some results!" A 2011 posting contained confirmation of a new flavor: "Putting the last touches on a new Skittles flavor. Tweak the Rainbow."
In the United States and Canada, in 2013, Skittles replaced the lime-flavored Skittles with green apple, causing a backlash from many consumers. The lime flavor became part of the Darkside packets, which were discontinued in 2015 and followed up by the Orchards packets, which were discontinued in 2017. Lime was also part of the "Long Lost Lime" packets that came out in summer 2017 and 2018. The Darkside flavor was revived in 2019. In 2021, the "All Lime" packets containing only the lime flavor were released for a limited time.In September 2021, Skittles announced that the green apple-flavored Skittles would be replaced with the original lime flavor.In 2022, Skittles Gummies were released.In October 2024, Skittles released their own version of freeze-dried Skittles called Skittles POP'd. It comes in two versions Skittles Original flavor and Sour Skittles flavor.