The confectionery brand Skittles, known for its vibrant rainbow-colored candies and the slogan "Taste the rainbow," has recently come under fire from a section of consumers due to its new packaging that features the phrase "Black Trans Lives Matter.
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The brand's perceived support for the LGBTQ+ community has led to calls for a boycott from those who view this as an overly "woke" approach.
Skittles is a product of the Wrigley Company, a subsidiary of Mars, Inc. On the brand's official website, a prominent feature is the "SKITTLES Pride" option. Clicking on this reveals an animation that states, "Theres a story in every rainbow."
The company further elaborates, "Weve given up our rainbow so that the LGBTQ+ community can share theirs. This Pride Month, were amplifying stories within the LGBTQ+ community for all to discover. We begin by showcasing the designs of five talented artists on our SKITTLES Pride Packs, each with their own story to tell."
The new packaging, which replaces the usual rainbow-colored design, was created in collaboration with the Gay & Lesbian Alliance Against Defamation. This marks the fourth consecutive year that Skittles has partnered with the organization. The new designs include various LGBTQ-friendly images, such as the sun and moon holding hands on a rainbow, and the word "PRIDE" in multiple colors accompanied by a rainbow pouring from a mouth and the words "bi, ace, lesbian, queer, trans, and gay."
However, the design that has sparked the most controversy features children on skateboards in a halfpipe, with the phrases "skate & live," "joy is resistance," and "black trans lives matter" emblazoned on it. This has led to a backlash on social media platforms, with one user accusing Skittles of attempting to indoctrinate children into becoming "BLM & LGBTQ+ activists." Others have called for a boycott of the brand, with one user warning, "Go woke go broke. Time to boycott Skittles."
Fox News Digital reached out to Mars, Inc. for a statement but did not receive an immediate response.
Despite the controversy, some consumers have expressed indifference or support for the campaign. One user pointed out that Skittles' slogan has always been "taste the rainbow." Others have suggested that Skittles should receive "the ol Budweiser treatment."
In April, Budweiser faced similar backlash after sending packs of Bud Light featuring the face of trans activist Dylan Mulvaney to celebrate a year of "girlhood." Mulvaney, a biological male, had been documenting the first full year of identifying as a woman.
The partnership between Bud Light and Mulvaney was met with criticism from conservatives, including singer Kid Rock, who posted a video of himself using Bud Light cans for target practice. Since then, Bud Lights year-to-date sales have dropped 14.5% on a dollar basis and 18.8% in volume.
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