Skittles, the popular candy brand owned by Mars, recently faced significant backlash after images of its “Pride” packaging featuring pro-trans statements went viral on social media. The packaging, which showcased slogans such as “Joy Is Resistance” and “Black Trans Lives Matter,” was part of Skittles’ collaboration with GLAAD, a media monitoring organization advocating for LGBTQ+ rights.

While Skittles aimed to support and amplify the voices of the LGBTQ+ community during Pride Month, conservatives criticized the brand for allegedly promoting a pro-trans agenda to children. This controversy quickly gained traction on social media, sparking heated discussions and debates.

For several years, Skittles has partnered with GLAAD to celebrate Pride Month and show support for the LGBTQ+ community. In 2020, the brand took a unique approach by temporarily abandoning its iconic rainbow-colored packaging in favor of a black and white design. This move aimed to “give the rainbow back” to the LGBTQ+ community, emphasizing their importance during Pride Month.

Skittles’ latest Pride packaging featuring slogans like “Black Trans Lives Matter” and “Joy Is Resistance” caused a significant stir on social media. The candy brand proudly showcased these designs on its website and pledged to donate $1 for every Skittles Pride pack sold to GLAAD, supporting their ongoing efforts to combat anti-LGBTQ+ discrimination through media representation. However, the packaging quickly became a target for backlash, with many accusing Skittles of pushing a pro-trans agenda onto children.

Conservatives took to social media platforms to express their strong disapproval of Skittles’ Pride packaging. They argued that the candy brand’s marketing strategy was targeting children with what they deemed as a radical gender theory. Skittles’ popularity among children and young adults, with over 75% of Gen Z adults holding a favorable impression of the brand, made it a prime target for these allegations. Critics claimed that Skittles was trying to turn children into supporters of movements like Black Lives Matter and LGBTQ+ activism. The packaging’s inclusion of a drag queen also drew criticism, with some accusing Skittles of being excessively “woke.”

“[Skittles] is trying to turn your kids into BLM & LGBTQ+ activists,” popular account Libs of TikTok wrote on X. “Their packaging also features a drag queen. Skittles have gone completely woke.”

“WTH? Skittles is Now Marketing Woke Idiocy To Children On Their Candy Wrappers!” another person said. “This isn’t an Adult Beverage, Like Bud Light They Warned us They Were Coming After Our Kids- Let’s Make Sure They Hear Our Response Loud and Clear On This One Skittles- And Share.”

Skittles’ partnership with GLAAD and the subsequent controversy surrounding its Pride packaging had the potential to impact the brand’s reputation and sales. Mars, the parent company of Skittles, faced similar backlash when Bud Light, another popular brand, partnered with trans activist Dylan Mulvaney. The controversy resulted in a significant market value loss for Anheuser-Busch, the maker of Bud Light. Critics speculated that Mars might face a similar fate due to their association with radical gender theory.

The controversy surrounding Skittles is not an isolated incident in the candy industry. Earlier this year, Hershey’s faced a boycott after featuring Fae Johnstone, a transgender man, as part of its International Women’s Day promotion. The backlash against Hershey’s emphasized a growing sentiment against what some perceive as the promotion of radical gender theory by major brands. In response to the controversy, Jeremy Boreing, co-founder of the Daily Wire, launched Jeremy’s Chocolate, featuring gender-neutral chocolate bar packaging.