Who Owns M&M's?

M&M's operates under Mars' corporate sustainability framework, known as "Sustainable in a Generation." Mars has committed to achieving net zero greenhouse gas emissions across its entire value chain by 2050, with science-based targets aligned with the Paris Agreement. By the end of 2024, Mars reported a 16.4% reduction in absolute emissions compared to its 2015 baseline, while growing revenue over 69% during the same period, according to its 2024 Sustainable in a Generation Report.

Cocoa sourcing is a central focus for M&M's because chocolate is the brand's primary ingredient. Mars' Cocoa for Generations strategy aims to achieve a segregated, fully traceable global cocoa supply chain. The company participates in the Cocoa and Forests Initiative and collaborates with the World Cocoa Foundation. Mars has also implemented the ACTIVE program in Indonesia, which trains farmers in agroforestry practices to increase crop yields while reducing water usage and environmental impact.

Mars is working to address deforestation in cocoa-producing regions, particularly in West Africa. The company maintains supplier requirements for sustainable agricultural practices and has committed to a deforestation-free supply chain. However, Mars has not published independently verified progress data on deforestation reduction at the farm level.

On packaging, Mars is investing in recyclable and compostable materials for M&M's packaging. The company has set targets to reduce virgin plastic use and increase recycled content, though specific progress figures for M&M's packaging have not been publicly disclosed.

Mars is not a certified B Corporation. M&M's does not carry organic or Fair Trade certification. The brand's sustainability claims are based on Mars' corporate-level programs rather than brand-level independent certification. Readers should note that Mars' private ownership means sustainability reporting is voluntary and not subject to SEC disclosure requirements.

M&M's was the first candy carried into space by NASA, included in space shuttle mission food supplies starting in 1981. Astronauts referred to them as "candy-coated chocolates" in official mission logs. This distinction has been referenced in Mars marketing materials for decades.

The brand's "Melts in your mouth, not in your hand" slogan, introduced in 1954, is one of the most recognized advertising taglines in American marketing history. The Spokescandies characters have appeared in advertising campaigns that have received recognition from advertising industry organizations, though specific award names and years from independent bodies are not consistently documented in public records.

M&M's Caramel, launched in 2017, generated over $100 million in first-year U.S. retail sales, making it one of the most successful new product launches in the confectionery category that year. The brand has been included in Forbes' list of most valuable global brands in multiple years, though specific rankings vary.

Mars as a corporation has received recognition for workplace practices and sustainability initiatives from organizations including the Ethisphere Institute and Fortune's Best Companies lists. These awards apply to Mars, Incorporated rather than M&M's specifically.

M&M's has faced no major product safety recalls in its history. The brand has, however, been involved in two significant controversies.

Synthetic food dye investigation (2025): In July 2025, Texas Attorney General Ken Paxton launched a formal investigation into Mars over its continued use of synthetic food dyes in M&M's and Skittles sold in the United States. Mars pledged in 2016 to remove all artificial colors from its human food products globally. The company later reversed this commitment for the U.S. market, citing consumer preference research, while removing artificial colors from products sold in Europe. The Texas AG's office issued a Civil Investigative Demand alleging deceptive trade practices, stating that synthetic dyes used in M&M's, including Red 40 Lake, Yellow 5, and Yellow 6, have been linked to health concerns including ADHD. Mars responded that its ingredients comply with FDA regulations and that it is "actively exploring choice product alternatives." Several competitors, including Nestle, Hershey, and Kraft Heinz, have committed to removing synthetic dyes by 2028. HHS Secretary Robert F. Kennedy Jr. urged the food industry to voluntarily remove six synthetic dyes by 2027. The investigation is ongoing as of August 2025.

Spokescandies culture war controversy (2022 to 2023): In January 2022, Mars redesigned its Spokescandies characters as part of an inclusivity initiative, replacing the Green M&M's go-go boots with sneakers and the Brown M&M's stilettos with lower block heels. Fox News host Tucker Carlson criticized the changes on multiple broadcasts, calling the redesign "woke." In January 2023, Mars announced an "indefinite pause" of the Spokescandies and replaced them with comedian Maya Rudolph as spokesperson. Rudolph appeared in M&M's Super Bowl LVII commercial in February 2023. The Spokescandies later returned to marketing materials. The controversy generated significant media coverage but resulted in no regulatory action or legal proceedings.