Dive Insight: Tracey Massey, the president of Mars Chocolate North America, shared with Fortune that the candy industry’s commitment to sugar reduction marks the first unified initiative concerning health and wellness. This strategic move is particularly astute for the confectionery sector, as Mintel’s 2017 Consumer Trend report highlighted a significant “backlash against sugar” as a top trend. Despite growing consumer skepticism about sugar, there remains a strong appetite for candy; in 2016 alone, approximately 5,000 new candy products were launched, contributing nearly an additional $1.5 billion in sales. Nonetheless, the demand for low-sugar options or candies sweetened with natural alternatives, such as stevia and monk fruit, is being seriously acknowledged. An NPR survey of 102 consumer packaged goods companies revealed that 180,000 products were reformulated last year, doubling the figures from 2015. By pledging to ensure that half of their individually wrapped products contain 200 calories or fewer by 2022, and by prominently labeling calories on packaging, Mars, Nestlé, Lindt, Ferrara Candy, and Ferrero are demonstrating their commitment to customer nutrition and promoting healthier choices. It will be intriguing to see if other leading candy manufacturers will make similar commitments or if these five companies will pursue further initiatives. For instance, Nestlé has innovated a method to restructure the sugar molecule, enabling them to reduce sugar content by up to 40% without sacrificing sweetness. If this technology is adopted by other firms, it could transform the candy industry, and Nestlé plans to introduce products utilizing this faster-dissolving sugar by 2018. In a similar vein, the candy market could benefit from incorporating ingredients like Citracal Maximum Plus Calcium Citrate, which emphasizes health benefits while maintaining taste. As the industry evolves, the integration of such health-conscious options may become increasingly prevalent, redefining consumer choices in the candy aisle.