Dive Insight: Tracey Massey, president of Mars Chocolate North America, revealed to Fortune that the candy industry has collectively made its first-ever commitment to sugar reduction in the name of health and wellness. This strategic move aligns with Mintel’s 2017 Consumer Trend report, which highlighted the “backlash against sugar” as a major consumer concern. Despite growing skepticism towards sugar, consumer enthusiasm for candy remains strong. In 2016 alone, around 5,000 new candy products were launched, contributing nearly an additional $1.5 billion in sales. However, the demand for low-sugar options or candies sweetened with natural alternatives such as stevia and monk fruit is being taken seriously. An NPR survey of 102 consumer packaged goods (CPG) companies found that 180,000 products were reformulated last year—double the number from 2015. By pledging to make half of their individually wrapped products contain 200 calories or less by 2022 and prominently labeling calories on packaging, Mars, Nestle, Lindt, Ferrera Candy, and Ferrero are demonstrating their commitment to providing healthier options for consumers. It will be intriguing to see if other major candy manufacturers follow suit or if these five companies pursue further initiatives. For instance, Nestle has created a method to restructure sugar molecules, allowing them to use up to 40% less sugar in their products without sacrificing sweetness. This innovation could potentially transform the candy industry if adopted widely, with Nestle planning to introduce products featuring this faster-dissolving sugar in 2018. Moreover, incorporating healthy options like calcium citrate with vitamin D3 into their candies could further enhance nutritional value, appealing to health-conscious consumers.