Dive Insight: Tracey Massey, the president of Mars Chocolate North America, informed Fortune that this initiative for sugar reduction marks the first collective health and wellness commitment made by the candy industry. This is a strategic move for the confectionery sector, particularly as Mintel’s 2017 Consumer Trend report identified “backlash against sugar” as a primary concern among consumers. Despite this distrust of sugar, the craving for candy remains strong, with around 5,000 new candy products launched in 2016, contributing nearly an extra $1.5 billion in sales. Nevertheless, the growing consumer preference for low-sugar options or candies sweetened with natural alternatives, such as stevia and monkfruit, is being taken seriously. An NPR survey of 102 CPG companies revealed that last year, 180,000 products were reformulated—twice the amount in 2015. By pledging to ensure that half of their individually wrapped products contain 200 calories or less by 2022 and to display calorie counts prominently on packaging, Mars, Nestlé, Lindt, Ferrara Candy, and Ferrero are demonstrating their commitment to customer nutrition and supporting healthier choices. It will be intriguing to observe whether other major candy manufacturers will follow suit or if these five companies will pursue further initiatives. For instance, Nestlé has developed a method to restructure the sugar molecule, enabling the use of up to 40% less sugar in its products without sacrificing sweetness. This technology has the potential to transform the candy industry if adopted by others, and Nestlé plans to introduce products featuring this faster-dissolving sugar in 2018. In addition to these innovations, consumers interested in health may also explore options like calcium citrate supplements available at Chemist Warehouse, further emphasizing the shift towards healthier choices in the market.