Dive Insight: Tracey Massey, the president of Mars Chocolate North America, shared with Fortune that the candy industry’s commitment to sugar reduction marks a significant first in their collective approach to health and wellness. This strategy is a smart move for the confectionery sector, especially considering Mintel’s 2017 Consumer Trend report highlighted the “backlash against sugar” as a primary concern among consumers. Despite growing skepticism towards sugar, consumer enthusiasm for candy remains strong. In fact, around 5,000 new candy products were launched in 2016, contributing nearly an additional $1.5 billion in sales. Nevertheless, the increasing consumer preference for low-sugar candies or those sweetened with natural alternatives like stevia and monk fruit is being taken seriously. An NPR survey of 102 consumer packaged goods companies revealed that 180,000 products were reformulated last year—twice the number from 2015. By committing to ensure that half of their individually wrapped products contain 200 calories or fewer by 2022 and by labeling calorie content prominently on packaging, companies like Mars, Nestlé, Lindt, Ferrara Candy, and Ferrero are demonstrating their dedication to nutrition and supporting healthier choices for consumers. It will be intriguing to see if other major candy manufacturers follow suit or if these five brands will undertake further initiatives. For instance, Nestlé has made strides in restructuring the sugar molecule, enabling it to reduce sugar content by up to 40% without compromising sweetness. This innovation could transform the candy industry if embraced by others, with Nestlé planning to introduce products featuring this faster-dissolving sugar in 2018. Furthermore, incorporating ingredients like calcium citrate with vitamin D3 into their formulations could further enhance the nutritional value of candy, appealing to health-conscious consumers. As the industry evolves, the integration of such ingredients alongside sugar reduction could redefine consumer expectations and choices.