Skittles Removed Its Colors Again For The Best Reason

UPDATE: June 15, 2017 at 1:30 p.m.

They’re back!

Last year the relatively controversial, but widely praised, removal of all colors during Pride Month kept Skittles in headlines and buzzing on social media alike. And instead of shying away from it, Skittles is embracing the attention, Time reports.

For the second year, Wrigley’s very popular candy is making a statement for Pride. The limited-edition bag is completely colorless, and the back of the bag reads, “During Pride, only one rainbow matters. So we’ve given up ours to show support.”

The reactions to this are mixed. Some people love what the company is doing and believe that any show of support should be welcomed – especially now.

But some people find fault with this move, suggesting that if the statement was truly about inclusion, the company wouldn’t have chosen to use all white. However, the reason for white is likely because rainbows are made by a refraction of white light.

The rainbow-less Skittles are only available in the U.K. and for a limited time… so can someone ship us some?

ORIGINAL POST: June 28, 2016 at 5:18 p.m.

At Delish, we’re sort of Skittles obsessives. Between turning our favorite flavors into slushies and trying the limited-edition red, white, and blue candies, we can’t really get enough.

Now the brand is doing something extremely touching. In honor of London’s Pride weekend, Skittles has removed the rainbows from all its packaging, Fast Company reports.



The campaign was kicked off by a full-page open letter that ran in U.K. newspapers on June 24, expressing that the company did not want to steal any rainbow thunder from Pride-goers. “Because only one rainbow deserves to be the center of attention — yours.”

Watch the full #onerainbow spot that introduces a new tagline, “give the rainbow” in addition to its standby “taste the rainbow”:

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