Skittles finds itself embroiled in a whirlwind of controversy as images of its “Pride” packaging, adorned with pro-trans messages, have gone viral across social media platforms, igniting a firestorm of debate.
The candy’s packaging, prominently showcased on Skittles’ official website, boasts slogans like “Joy Is Resistance” and “Black Trans Lives Matter.” The brand, which falls under the Mars umbrella, joined hands with GLAAD, a media watchdog organization that champions radical gender theory, to introduce this packaging as a tribute to Pride Month earlier this year.
This year’s collaboration marks the fourth consecutive instance of Skittles partnering with GLAAD, a detail underscored on the candy’s website, illustrating their shared commitment “to support the LGBTQ+ community by amplifying and celebrating their stories.” Skittles has committed to contributing $1 for every Pride pack sold to GLAAD, contributing to their ongoing media-driven campaign against anti-LGBTQ+ discrimination.
Furthermore, Skittles’ website highlighted a podcast named “Queery,” hosted by Cameron Esposito, which delves into LGBTQ themes and activism. The candy company hinted at an upcoming Pride-themed miniseries of the podcast, aiming to delve deeper into queer narratives and to feature the creators behind this year’s Pride Packs.
In 2020, Skittles garnered attention by temporarily swapping its iconic rainbow-adorned packaging for a black and white version, symbolically “giving the rainbow back” to the LGBTQ community as part of their Pride Month tribute.
As the images of the packaging spread like wildfire on social media, conservative critics have come forward, denouncing Skittles for what they perceive as promoting a pro-trans agenda targeted at children. Skittles enjoys immense popularity among children and young adults, with over 75% of Gen Z adults expressing a favorable view of the brand, according to a Morning Consult survey from the previous year.
Critics have taken to various platforms to express their concerns. A prominent TikTok account, Libs of TikTok, accused Skittles of attempting to influence children to become “BLM & LGBTQ+ activists,” highlighting the presence of a drag queen on the packaging. Another individual remarked, “WTH? Skittles is Now Marketing Woke Idiocy To Children On Their Candy Wrappers!” They emphasized the distinction between Skittles and brands that target adults, such as Bud Light, which previously signaled their intention to engage with younger audiences.
In the midst of the uproar, some voices predict that Mars, the parent company of Skittles, might undergo a similar trajectory to what has been dubbed the “Bud Light treatment.” This term references Anheuser-Busch, the maker of Bud Light, which encountered a substantial market value decline following their partnership with trans activist Dylan Mulvaney, who featured on a can in a widely circulated video to promote the brand.
It’s worth noting that Mars isn’t the sole confectionery company to grapple with backlash this year due to their embrace of radical gender theories. In March, Hershey’s faced a boycott after featuring Fae Johnstone, a transgender individual, in their International Women’s Day campaign. In response, Jeremy Boreing, co-founder of the Daily Wire, introduced Jeremy’s Chocolate, offering chocolate bars labeled with both He/Him and She/Her pronouns.