Skittles is going colorless this Pride month to show its support for the LGBTQ+ community.
To highlight that “only #OneRainbow matters” during Pride, the candy brand is ditching its rainbow branding for all of June and is releasing limited-edition Skittles Pride Packs with gray packaging and colorless candies inside.
Available for purchase in Share Size Packs ($1.79) and Medium Stand Up Pouches ($2.59), these colorless Skittles start to roll out this week to CVS stores and select Walmart locations nationwide. And for every pack of colorless Skittles sold during the month of June, $1 will be donated to the LGBTQ+ advocacy group GLAAD up to $100,000.
During PRIDE only #OneRainbow matters. That’s why we have given up our rainbow to show support for the LGBTQ+ community! For every SKITTLES Pride Pack sold we are donating $1 to @glaad.? pic.twitter.com/mecpWaVhzA
— SKITTLES ? (@Skittles) May 20, 2020
“While Pride month certainly looks different this year, Skittles is passionate about showing its support for the LGBTQ+ community,” Hank Izzo, vice president of marketing, Mars Wrigley U.S., said in a statement. “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.”
GLAAD president and CEO Sarah Kate Ellis said that the funding that GLAAD will receive from the Skittles Pride Packs will support its news and campaigns program, which tells culture-changing stories of LGBTQ+ people and issues across the media year-round.
Despite Skittles’ change in appearance, fans won’t miss the candy brand’s five original fruity flavors (strawberry, orange, grape, green apple, and lemon), as the colorless Skittles have the same taste as their regular counterparts.
While this marks the launch of colorless Skittles in the U.S., gray packs of the candy brand have already been released in Canada, Germany, and the United Kingdom in previous years as part of Skittles’ Give the Rainbow campaign.