Skittles is introducing limited-edition colorless candies and packaging as it temporarily ditches its traditional rainbow color scheme to celebrate Pride Month, according to a press release.
Mars Inc., the company that owns Skittles, announced that consumers will still be able to taste the rainbow, although the candies will be gray to highlight that “during Pride, only [one rainbow] matters,” the press release said.
The “Pride Packs” will still include a variety of flavors such as strawberry, orange, grape, green apple and lemon.
During Pride only one rainbow matters and that’s why we’re teaming up with @GLAAD and giving ours up in support of the LGBTQ+ community! LIKE THIS TWEET to be reminded when our SKITTLES PRIDE Packs are available. pic.twitter.com/5sCBCwFRLn
— SKITTLES (@Skittles) May 25, 2020
“While Pride month certainly looks different this year, Skittles is passionate about showing its support for the LGBTQ+ community,” Hank Izzo, Vice President of Marketing for Mars Wrigley U.S. said in the release.
For every $1 pack of Skittles purchased in June, the company will donate $1, up to $100,000, to the Gay and Lesbian Alliance Against Defamation (GLAAD).
“We believe that giving up our rainbow means so much more than just removing the colors from our Skittles packs,” Izzo continued, “and we’re excited to do our part in making a difference for the LGBTQ+ community through our partnership with GLAAD, not only in June, but all year long.”
“This Pride month, Skittles is removing its rainbow, but replacing it with much-needed conversations about the LGBTQ+ community and a visible stand of solidarity,” GLAAD President and CEO Sarah Kate Ellis said in the release.
“The funding that GLAAD receives from the Skittles Pride Packs will support our news and campaigns program, which tells culture-changing stories of LGBTQ+ people and issues across the media year-round,” Ellis said. “This year when many LGBTQ+ people will be unable to gather at large Pride events, it’s so important that brands, notables, and other allies find authentic and creative ways to show that they stand with our community.”
Most pride parades and celebrations across the world have been cancelled due to coronavirus restrictions on mass gatherings.
Skittles was met with some backlash in prior attempts to adjust their marketing to celebrate Pride Month. The company removed their iconic rainbow colors and made the candies white in a similar tribute in 2017, donating a portion of the profits to LGBT charities.
Skittles was then hit with accusations of white supremacy from people who felt the switch away from the rainbow was “racist” and “tone-deaf.” (RELATED: Skittles Accused Of White Supremacy)