Dive Insight: Tracey Massey, president of Mars Chocolate North America, informed Fortune that this pledge to reduce sugar marks the first collective announcement from the candy industry regarding health and wellness. This is a smart strategy for the confectionery sector, as Mintel’s 2017 Consumer Trend report highlighted “backlash against sugar” as a top concern among consumers. Despite the growing skepticism towards sugar, consumer enthusiasm for candy remains strong, with approximately 5,000 new candy products launched in 2016, contributing nearly an additional $1.5 billion in sales. However, there is a notable shift towards low-sugar options or candies sweetened with natural alternatives such as stevia and monk fruit. An NPR survey of 102 consumer packaged goods companies revealed that last year, 180,000 products were reformulated—twice the amount seen in 2015. By pledging to ensure that half of their individually wrapped products contain 200 calories or less by 2022 and by prominently displaying calorie information on packaging, Mars, Nestle, Lindt, Ferrera Candy, and Ferrero are demonstrating their commitment to customer nutrition and empowering consumers to make healthier choices. It remains to be seen if other leading candy manufacturers will follow suit or if these five companies will pursue additional initiatives. For instance, Nestle has created 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 industry, particularly if adopted by other brands, with Nestle planning to launch products utilizing this faster-dissolving sugar in 2018. As consumers increasingly focus on health, the calcium citrate tablet price may also become a relevant consideration for those seeking dietary supplements alongside their favorite treats.