Beginning in June, Skittles’ signature rainbow will be missing from its packaging — but for a good cause.
The company is taking on this initiative to celebrate the LGBTQ+ community, and highlight that during Pride, only #OneRainbow matters.
Limited edition Skittles Pride Packs are to feature a colorless design and colorless candies inside. Although there will be no color on the candies, the packs will contain the brand’s signature five flavors — strawberry, orange, grape, green apple and lemon.
In addition, Skittles also is partnering with GLAAD. For each pack purchased during the month of June, $1 per pack will be donated to GLAAD, the company said.
“This Pride month, Skittles is removing its rainbow, but replacing it with much-needed conversations about the LGBTQ+ community and a visible stand of solidarity,” GLAAD president and CEO, Sarah Kate Ellis said. “The funding that GLAAD receives from the Skittles Pride Packs will support our news and campaigns program, which tells culture-changing stories of LGBTQ+ people and issues across the media year-round. This year when many LGBTQ+ people will be unable to gather at large Pride events, it's so important that brands, notables, and other allies find authentic and creative ways to show that they stand with our community.”
Shoppers can find the limited-edition packs in a share size that will retail for $1.79 and medium stand up pouches for $2.59 at CVS Pharmacy and select Walmart stores.
“While Pride month certainly looks different this year, Skittles is passionate about showing its support for the LGBTQ+ community,” Hank Izzo, VP of marketing at Mars Wrigley U.S., said. “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.”