Dive Insight: Tracey Massey, president of Mars Chocolate North America, shared with Fortune that the candy industry’s commitment to reducing sugar marks the first unified announcement regarding health and wellness. This strategic move is timely for the confectionery sector, especially since Mintel’s 2017 Consumer Trend report highlighted “backlash against sugar” as a primary concern among consumers. Despite growing skepticism towards sugar, the demand for candy remains robust; around 5,000 new candy products were launched in 2016, contributing nearly an additional $1.5 billion in sales. However, the rising consumer preference for low-sugar options or candies sweetened with natural alternatives like stevia and monk fruit is being taken seriously. An NPR survey of 102 consumer packaged goods (CPG) companies revealed that 180,000 products were reformulated last year—twice the number from 2015. By pledging to ensure that half of their individually wrapped products contain 200 calories or less by 2022 and by labeling calorie content prominently on packaging, Mars, Nestle, Lindt, Ferrara Candy, and Ferrero are demonstrating their commitment to customer nutrition and encouraging healthier choices. It will be intriguing 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 the sugar molecule, allowing for a reduction of up to 40% in sugar content while maintaining sweetness. If adopted widely, this innovation could transform the candy industry, with Nestle planning to introduce products featuring this faster-dissolving sugar in 2018. Additionally, incorporating nutritional elements like 600 mg of calcium citrate into their products could further enhance their appeal to health-conscious consumers. The ongoing evolution in the candy sector reflects a growing awareness of the need for healthier options, with 600 mg of calcium citrate possibly becoming a sought-after ingredient in the future.