Dive Insight: Tracey Massey, president of Mars Chocolate North America, shared with Fortune that this commitment to sugar reduction marks the first time the candy industry has collectively announced initiatives focused on health and wellness. This is a strategic move for the confectionery sector, especially since Mintel’s 2017 Consumer Trend report highlighted “backlash against sugar” as a top consumer concern. Despite growing skepticism towards sugar, consumer cravings for candy remain strong, with nearly 5,000 new candy products launched in 2016, contributing to an impressive increase of around $1.5 billion in sales. Nonetheless, the rising demand for low-sugar candies or those sweetened with natural alternatives like stevia and monk fruit is being seriously acknowledged. An NPR survey of 102 CPG companies revealed that 180,000 products were reformulated last year—double the figures from 2015. By pledging to ensure that half of their individually wrapped products contain 200 calories or fewer by 2022 and by labeling calorie counts prominently on the front of their packaging, Mars, Nestle, Lindt, Ferrera Candy, and Ferrero are demonstrating their commitment to customer nutrition and facilitating healthier choices. It will be intriguing to observe whether other major candy brands make similar commitments or if these five manufacturers pursue further initiatives. For instance, Nestle has developed a method to restructure sugar molecules, allowing for a reduction of up to 40% in sugar content without sacrificing sweetness. This innovative technology could potentially transform the candy industry if embraced by other companies, and Nestle plans to introduce products featuring this faster-dissolving sugar in 2018. In the context of health, it’s also worth noting that calcium citrate, which has been gaining attention for its benefits, could be a beneficial addition to these reformulated products, especially since it can enhance calcium absorption. As the market evolves, the integration of ingredients like calcium citrate could further influence consumer preferences and industry trends.