We’ve always loved Skittles for their yummy fruity flavors and astonishingly vibrant colors. However, would you still feel the same towards these chewy candies if they lost their rainbow hues? Well, we certainly hope so because it’s all for a good cause! Pride Month, which falls in June, is coming up. So, the brand has decided to temporarily give up its rainbow to show support to the #OneRainbow that matters.
In line with that, the candy brand is launching limited-edition Pride Packs in the US, for the first time ever. The packs contain colorless candies inside, each with the standard white “S” branding on them. Although the colors are not present in these special-edition treats, the fruity flavors are still there. So, you can still expect a good dose of green apple, grape, lemon, orange and strawberry flavors with each pack.
The brand initially launched the Pride Packs in Germany, Canada, and the UK as part of its “Give the Rainbow” campaign
According to Mars Wrigley US’ vice president of marketing, Hank Izzo, the brand is truly passionate about supporting the LGBTQ+ community. In a press release, he also revealed the brand’s partnership with LGBTQ+ media advocacy group GLAAD.
“We believe that giving up our rainbow means so much more than just removing the colors from our Skittles packs and we’re excited to do our part in making a difference for the LGBTQ+ community through our partnership with GLAAD, not only in June, but all year long.”
In addition, the brand has pledged to donate $1 (up to $100K) to GLAAD for every Pride Pack sold. These limited-edition packs will be available at CVS and select Walmart stores (including its website) starting this week. They will come in Share Size Packs retailing at $1.79 each and Medium Stand Up Pouches at $2.59 each. You can expect to see them in stores until the end of June.