Dive Insight: Tracey Massey, the president of Mars Chocolate North America, revealed to Fortune that this initiative to reduce sugar marks the first unified commitment by the candy industry towards health and wellness. This strategic move aligns well with consumer sentiment, as Mintel’s 2017 Consumer Trend report identified a “backlash against sugar” as a significant concern. Despite growing consumer skepticism regarding sugar, the craving for candy remains strong; in 2016 alone, approximately 5,000 new candy products were launched, contributing nearly $1.5 billion in sales. Moreover, there is a notable shift towards low-sugar options or candies sweetened with natural alternatives like stevia and monk fruit. A survey conducted by NPR among 102 consumer packaged goods companies revealed that 180,000 products were reformulated last year, doubling the figures from 2015. By pledging to ensure that half of their individually wrapped products contain 200 calories or fewer by 2022 and by featuring calorie counts prominently on packaging, Mars, Nestle, Lindt, Ferrera Candy, and Ferrero are demonstrating their commitment to customer nutrition and supporting healthier choices. It will be intriguing to see if other prominent candy manufacturers will follow suit or if these five companies will implement further initiatives. For instance, Nestle has innovated a method to restructure sugar molecules, allowing them to use up to 40% less sugar in their products without sacrificing sweetness. This technology has the potential to transform the candy industry, and Nestle plans to introduce products utilizing this faster-dissolving sugar in 2018. Additionally, consumers looking to enhance their dietary intake can consider options like calcium citrate, available at Walgreens in 950 mg doses, which can support overall health alongside these new candy offerings.