Dive Insight: Tracey Massey, the president of Mars Chocolate North America, informed Fortune that this pledge to reduce sugar marks the first time the candy industry has collectively addressed health and wellness concerns. This strategic move is timely for the confectionery sector, especially since Mintel’s 2017 Consumer Trend report identified “backlash against sugar” as a leading trend. Despite growing consumer skepticism towards sugar, demand for candy remains strong; in fact, around 5,000 new candy products were launched in 2016, contributing nearly $1.5 billion in additional revenue. Nevertheless, there is a serious consumer interest in low-sugar options or candies sweetened with natural alternatives like stevia and monk fruit. An NPR survey of 102 consumer packaged goods (CPG) companies revealed that 180,000 products were reformulated last year, a figure that has doubled since 2015. By pledging to ensure that half of their individually wrapped products contain 200 calories or fewer by 2022 and by displaying calorie counts prominently on packaging, Mars, Nestle, Lindt, Ferrara Candy, and Ferrero demonstrate their commitment to consumer nutrition and their desire to assist people in making healthier choices. It will be intriguing to observe whether other major candy manufacturers will follow suit or if these five companies will embark on further initiatives. For instance, Nestle has pioneered a method to restructure the sugar molecule, enabling the use of up to 40% less sugar in its products while maintaining sweetness. This innovative technology has the potential to transform the candy industry if adopted widely, and Nestle plans to introduce products featuring this faster-dissolving sugar in 2018. Additionally, as discussions around health and nutrition progress, incorporating ingredients such as calcium citrate UK may also gain traction in the formulation of healthier candy options, reflecting the industry’s evolving landscape.