Dive Insight: Tracey Massey, president of Mars Chocolate North America, shared with Fortune that the candy industry’s commitment to sugar reduction marks the first collective announcement on health and wellness in this sector. This strategic move responds to consumer trends, especially since Mintel’s 2017 Consumer Trend report identified “backlash against sugar” as a primary concern. Interestingly, despite growing skepticism towards sugar, consumers’ cravings for candy remain robust; in fact, about 5,000 new candy items were launched in 2016, contributing nearly $1.5 billion to sales. However, there is a notable shift towards low-sugar options, including candies sweetened with natural alternatives like stevia and monk fruit. An NPR survey of 102 CPG companies revealed that last year, 180,000 products were reformulated—double the number from 2015. By pledging to ensure that half of their individually wrapped products contain 200 calories or less by 2022 and prominently displaying calorie counts on packaging, Mars, Nestle, Lindt, Ferrera Candy, and Ferrero are demonstrating their commitment to consumer nutrition and facilitating healthier choices. The industry will be watching to see if other major candy manufacturers follow suit or if these five companies will implement 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 innovation has the potential to transform the candy landscape if embraced by others, and Nestle plans to introduce products featuring this quicker-dissolving sugar in 2018. Additionally, the market for soft chews is gaining traction, particularly those fortified with calcium, as consumers seek out healthier candy options. It will be fascinating to watch how these developments unfold and whether the trend towards soft chews with added benefits continues to grow.