Mars Wrigley, the maker of Skittles, says it removed titanium dioxide, a whitening agent used in candies and sauces, from its U.S. product line by the end of 2024, responding to consumer demand for cleaner ingredients.

The European unio banned titanium dioxide in 2022 because of concerns about potential genotoxicity (DNA damage), while the U.S. Food and Drug Administration maintains it is safe within regulated limits, a position supported by industry groups like the Titanium Dioxide Manufacturers Association. Advocacy groups, such as the Center for Science in the Public Interest, have pushed for a U.S. ban, citing studies suggesting links to immune system toxicity.

Mars Wrigley has not clarified whether the reformulation affects Skittles’ taste, texture, or appearance, or if it extends to markets like the EU, wher alternative formulations are likely already in use.

The company stated, “Nothing is more important than the safety of our products,” but offered no further details on timing or reasoning. Mars has not confirmed whether the reformulation will extend to international markets, consistent with its history of discreet product changes.

In 2016, Mars pledged to phase out artificial colors across its portfolio, citing changing consumer expectations. While the company never publicly specified a timeline for removing titanium dioxide, its quiet removal from Skittles appears to fulfill that promise nearly a decade later. 

The move aligns with a wave of reformulations across the food industry as manufacturers prioritize natural ingredients and transparency.

Industry signals a turning tide
The move comes amid heightened scrutiny of food additives, driven by consumer advocacy, social media pressure and evolving regulations. 

A May 22, report from the Make America Healthy Again (MAHA) Commission, titled “The MAHA Report: Make Our Children Healthy Again Assessment,” spotlights growing concern about food additives such as titanium dioxide, Red 40, propylparaben, butylated hydroxytoluene (BHT) and artificial sweeteners like aspartame. 

The report notes that nearly 70 percent of children’s calories come from ultra-processed foods and links these diets to rising rates of obesity, diabetes, and other chronic conditions. While not directly tied to Mars’ decision, the report underscores a broader regulatory and public push for food safety and reformulation.

In the United States, regulators maintain that titanium dioxide is safe within approved limits, a stance supported by industry groups like the Titanium Dioxide Manufacturers Association. A 2022 Scientific American report acknowledged consumer concerns but noted that evidence of harm in food applications is limited. Despite regulatory debate, many consumers likely view Mars’ reformulation as a proactive step toward safer, more transparent ingredient lists.

A broader industry shift
The food industry is at a pivotal moment. State-level actions, such as California and West Virginia’s recent ban on certain food additives, combined with consumer demand for cleaner labels, are pressuring companies to rethink their formulations. Platforms like TraceGains report that this shift is driving greater transparency and innovation across the supply chain.

However, not all stakeholders are aligned. Groups like the American Soybean Association argue that rapid regulatory changes could burden producers without clear scientific justification, while some companies highlight the high costs of reformulation.

Skittles’ reformulation could be a high-profile sign of a changing tide. As consumer awareness grows, driven by advocacy groups and amplified on social media, other companies may follow suit, reformulating products to meet rising expectations for safer, more natural ingredients.