
Skittles is owned by Mars, Incorporated, a privately held American multinational food and confectionery corporation headquartered in McLean, Virginia, USA. Mars has owned Skittles since the brand was first produced in 1974 in the United Kingdom. Skittles operates as a wholly-owned brand within Mars Wrigley's confectionery division. The brand is the best-selling non-chocolate candy in the United States and is available in over 65 countries.
| Brand | Parent Company | Ownership Type |
|---|---|---|
| Skittles | Mars, Incorporated | Wholly owned |
Skittles were first produced in 1974 in the United Kingdom. The candy was created as a fruit-flavored alternative to chocolate confectionery, consisting of a chewy fruit center coated in a hard sugar shell. Each Skittle was stamped with the letter "S" on the shell.
The original Skittles came in five fruit flavors: grape (purple), lemon (yellow), lime (green), orange (orange), and strawberry (red). The candy was introduced to the North American market in 1979, where it quickly gained popularity as an affordable, shareable treat.
Mars has owned and manufactured Skittles since the brand's inception. The brand was developed within Mars' UK operations and expanded globally through Mars' international distribution network. The decision to launch Skittles in the United States in 1979 was part of Mars' strategy to build a non-chocolate candy portfolio to complement its chocolate brands like Snickers and M&M's.
The "Taste the Rainbow" advertising slogan was introduced in 1994 by the advertising agency D'Arcy Masius Benton & Bowles. The slogan became one of the most recognized candy taglines in the world. The campaign's surreal and humorous television commercials, which often featured absurdist humor and unexpected visual gags, helped establish Skittles as a culturally relevant brand among young consumers. The "Taste the Rainbow" campaign ran for over two decades and was later evolved by agencies including TBWA\Chiat\Day and Olson.
Over the decades, Mars expanded the Skittles product line beyond the original fruit flavors. Sour Skittles were introduced in 2000, targeting consumers who preferred tart flavors. Wild Berry Skittles, featuring berry-flavored varieties, were launched as a permanent product line. Tropical Skittles offered fruit flavors inspired by tropical fruits. Mars also released numerous limited-edition and seasonal varieties, including Skittles Darkside, Skittles Sweet Heat, and Skittles America Mix.
In 2013, Mars replaced the lime flavor with green apple in the original Skittles mix. The change generated significant consumer backlash, with many consumers expressing preference for the original lime flavor on social media. Mars reversed the decision in 2022, bringing lime back to the original lineup and replacing green apple. The return of lime was announced with a marketing campaign acknowledging consumer demand.
In 2022, Skittles faced a lawsuit in California alleging that the use of titanium dioxide as a color additive made the candy "unfit for human consumption." This controversy, along with pressure from consumer advocacy groups, led Mars to remove titanium dioxide from Skittles in the United States by early 2026. The details of this controversy are covered in the Recalls and Controversies section.
In August 2025, Mars announced plans to introduce natural colors to Skittles, M&M's, and Starburst by 2026. The company cited changing consumer preferences and regulatory pressure as factors in the decision. However, Mars stopped short of committing to remove artificial colors from its entire product portfolio, citing technical challenges with natural color alternatives.
As of 2026, Skittles remains the best-selling non-chocolate candy brand in the United States. The brand continues to introduce new flavor varieties and limited-edition products while maintaining its core original and sour product lines.
What does Mars, Incorporated own?
Mars owns a portfolio of approximately 50+ brands across pet care, confectionery, savory snacks, and food categories. Its most recognized brands include M&M's, Snickers, Twix, Pedigree, Whiskas, Royal Canin, Pringles, Cheez-It, and Pop-Tarts. The company also owns the world's largest veterinary hospital network through Banfield, BluePearl, and VCA. The Kellanova acquisition in December 2025 added Pringles, Cheez-It, Pop-Tarts, RXBAR, and Kellogg's cereal brands to the portfolio.
Is Mars, Incorporated publicly traded?
No, Mars, Incorporated is entirely privately held by the Mars family. The company has never been publicly traded and has no stock exchange listing. This private ownership structure has been a consistent feature since the company's founding in 1911 and is enshrined in the company's Five Principles as the principle of "Freedom."
Who founded Mars, Incorporated?
Mars was founded by Frank C. Mars in 1911 in Tacoma, Washington. Frank Mars started the company producing butter cream candies. His son, Forrest Mars Sr., later joined the business and drove its global expansion, developing M&M's in 1941 and establishing Mars operations in the United Kingdom. The Mars family has maintained ownership and control across multiple generations.
Where is Mars, Incorporated headquartered?
Mars, Incorporated is headquartered in McLean, Virginia, USA, in the Washington metropolitan area. The Mars Snacking division is headquartered in Chicago, Illinois, following the Kellanova acquisition. The company operates manufacturing facilities and offices in more than 80 countries worldwide.
How many brands does Mars, Incorporated own?
Mars owns approximately 50+ brands across its four primary segments. The portfolio includes 9 billion-dollar brands in snacking alone (M&M's, Snickers, Twix, Skittles, Pringles, Cheez-It, Pop-Tarts, Kellogg's, and Dove/Galaxy), plus major pet care brands including Pedigree, Whiskas, and Royal Canin. The company also operates veterinary service brands including Banfield, VCA, and BluePearl.
Who owns Mars, Incorporated?
Mars, Incorporated is owned entirely by the Mars family, descendants of founder Frank Mars and his son Forrest Mars Sr. The family has maintained complete ownership across multiple generations, making Mars one of the world's largest family-owned businesses. No external investors, private equity firms, or public shareholders hold equity in the company.
What was Mars's largest acquisition?
Mars's largest acquisition was the $36 billion purchase of Kellanova, completed on December 11, 2025. Kellanova's portfolio included Pringles, Cheez-It, Pop-Tarts, RXBAR, and Kellogg's international cereal brands. The deal created a combined Mars Snacking division generating approximately $36 billion in annual revenue. Prior to Kellanova, Mars's largest acquisition was the approximately $23 billion purchase of Wrigley in 2008.
What is Mars's annual revenue?
Mars generates approximately $65 billion in annual revenue (FY2025, estimated). The company does not publicly disclose detailed financial results because it is privately held. Revenue estimates come from company press releases, credit rating agencies, and reputable business press. Following the Kellanova acquisition, Mars's snacking division alone generates approximately $36 billion in annual revenue.
Skittles operates under Mars, Incorporated's corporate sustainability framework. Mars has established environmental and social responsibility goals through its "Sustainable in a Generation" plan.
Palm Oil: Skittles contain hydrogenated palm kernel oil. Mars is a member of the Roundtable on Sustainable Palm Oil (RSPO) and has committed to sourcing 100% RSPO-certified sustainable palm oil. As of 2025, Mars reported that over 99% of its palm oil was RSPO-certified. This is independently verified through RSPO's supply chain certification process.
Packaging: Mars has committed to making 100% of its packaging reusable, recyclable, or compostable by 2025. As of 2025, the company reported that approximately 65% of its packaging met this goal. Skittles packaging consists primarily of flexible plastic film, which is difficult to recycle. Mars is developing alternative packaging materials but has not fully transitioned Skittles packaging to recyclable formats.
Carbon Emissions: Mars aims to reduce total greenhouse gas emissions across its value chain by 50% by 2030 and achieve net zero by 2050, compared to 2015 levels. The company reports progress through its annual sustainability report. Skittles' manufacturing facilities are part of Mars' global emissions reduction strategy.
Cocoa Sourcing: While Skittles do not contain cocoa, Mars' broader confectionery supply chain includes cocoa sourcing. Mars has committed to supporting sustainable cocoa farming through its Cocoa for Generations strategy, which aims to improve farmer livelihoods and combat deforestation.
B Corp Status: Mars, Incorporated is not a certified B Corporation.
Fair Trade: Skittles are not Fair Trade certified. Mars does not use Fair Trade certification for its sugar confectionery products.
Food Safety and Ingredient Transparency: Mars has faced significant scrutiny regarding ingredient safety in Skittles, particularly around titanium dioxide and artificial colors. The company removed titanium dioxide from U.S. Skittles in early 2026 and announced plans to transition to natural colors in select products by 2026. These changes are covered in detail in the Recalls and Controversies section.
Skittles does not carry independent sustainability certifications such as organic, Fair Trade, or non-GMO. The brand's sustainability profile is tied to Mars' corporate-level initiatives rather than brand-specific certifications.
Skittles has faced significant controversies related to ingredient safety, particularly the use of titanium dioxide and artificial food colors.
Titanium Dioxide Controversy (2016 to 2026): Mars committed in 2016 to remove titanium dioxide from all its products within five years, by 2021. Titanium dioxide is a white pigment used to create the bright coating on Skittles. The International Agency for Research on Cancer classified titanium dioxide as "possibly carcinogenic to humans." The European Union banned titanium dioxide as a food additive in 2022. Mars missed its 2021 deadline, and the Center for Food Safety reported that Mars staff indicated the company would not honor its commitment until U.S. law required action. In July 2022, a California consumer named Jenile Thames filed a lawsuit against Mars alleging that Skittles contained a "known toxin" that made the candy "unfit for human consumption." The lawsuit was dismissed in 2023, with the court ruling that Mars had not violated California's consumer protection laws because the FDA permitted titanium dioxide as a food additive. However, the negative publicity and consumer advocacy pressure continued. In early 2026, Mars confirmed it had removed titanium dioxide from Skittles sold in the United States, nearly a decade after its original commitment.
Artificial Color Reformulation (2025): In August 2025, Mars announced plans to introduce natural colors to Skittles, M&M's, and Starburst by 2026. The company cited changing consumer preferences and regulatory developments, including the FDA's 2025 announcement of a phase-out of certain petroleum-based synthetic food dyes. However, Mars stopped short of committing to remove artificial colors from its entire portfolio, citing technical challenges with natural alternatives, including limited supply, higher costs, and impacts on shelf life and product appearance. Health advocacy groups criticized the partial approach, arguing for complete removal across all products.
Nanotechnology Concerns: The Center for Food Safety's research found that Skittles and other Mars candies contained nano-titanium dioxide, particles small enough to pass through cell membranes. This raised additional safety concerns beyond traditional food additive questions. The FDA does not have specific regulations for nanomaterials in food, creating a regulatory gap that consumer advocacy groups have highlighted.
Health and Nutrition Concerns: Skittles contain approximately 47 grams of sugar per 2.17-ounce serving, which exceeds the American Heart Association's recommended daily added sugar limit of 25 grams for women and 36 grams for men. Public health advocates have criticized Mars and other confectionery companies for marketing high-sugar products to children. Mars has responded by offering smaller portion sizes and committing to responsible marketing practices, but the brand continues to face scrutiny from health organizations.
Current Status: As of 2026, Mars has removed titanium dioxide from U.S. Skittles and is transitioning select products to natural colors. The company faces ongoing scrutiny from consumer advocacy groups and regulatory bodies regarding food additive safety. The Skittles titanium dioxide case has become a reference point in discussions about food additive regulation and the gap between U.S. and EU food safety standards.
These competing brands operate in the same categories and provide similar products or services. Compare key attributes to understand market positioning and competitive landscape.
| Brand | Parent Company | Country | Founded | Market Position | Primary Market | Gender Target |
|---|---|---|---|---|---|---|
| Mars Inc | USA | 1941 | Mass market | Global | All-ages | |
| Nestle | United Kingdom | 1935 | Mass market | Europe | All-ages | |
| Ferrero | Italy | 1921 | Mass market | United states | All-ages | |
| Ferrero | Switzerland (Nestle global) | 1938 | Mass market | Global | All Genders | |
| Hershey | USA | 1900 | Mass market | Global | All-ages | |
| Nestle | Switzerland | 1937 | Mass market | Global | All-ages |
Food BeverageOwned by Mars, Incorporated
Candy-coated chocolate confections produced by Mars, Incorporated, one of the world's best-selling candy brands since 1941.
Food BeverageOwned by Nestlé S.A.
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Food BeverageOwned by Ferrero
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Food BeverageOwned by Ferrero
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Food BeverageOwned by Nestlé S.A.
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Market Positioning: Skittles competes with 6 brands in the same categories, ranging from mass market to luxury positioning.
Geographic Distribution: Competitors are headquartered across multiple regions, indicating global competition in this market segment.
Brand Heritage: Competitor brands range from established heritage brands to newer market entrants, with founding years spanning several decades.
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