In a recent turn of events, Skittles found itself in the midst of a public backlash.

The company’s decision to partner with GLAAD (the Gay & Lesbian Alliance Against Defamation) and incorporate ‘Black Trans Lives Matter’ messaging on its packaging has sparked a wave of criticism on social media platforms, particularly Twitter.

This is not the first time Skittles has collaborated with GLAAD. For the past four years, the candy brand has been teaming up with the organization to amplify and celebrate stories from the LGBTQ+ community.

This year, however, their approach seems to have backfired, with many consumers expressing their disappointment and frustration over what they perceive as an insincere marketing ploy.

The controversy revolves around Skittles’ limited edition Pride Packs. In a departure from their signature color wheel design, the company opted for a more subdued packet featuring an illustration.

The packets, which were initially all-gray in previous years to symbolize the brand’s support for the LGBTQ+ community, underwent a significant change last year. Five LGBTQ+ artists were invited to create original designs that represented their daily experiences of seeing the rainbow.

However, the inclusion of phrases such as ‘express urself’ and ‘Black Trans Lives Matter’ on the packaging has not been well-received by a section of the public.

Some customers have even announced their decision to stop purchasing Skittles products, expressing their dissatisfaction with the company’s perceived shift towards ‘woke’ marketing.

Critics have drawn parallels between Skittles’ current predicament and the Bud Light marketing disaster, which resulted in Anheuser-Busch losing a staggering $390 million in US sales.

The beer giant attributed this loss to a 14 percent plunge in sales to US retailers and a 10.5 percent drop in total US revenue during the second quarter.

Many attribute this decline to the company’s ill-fated partnership with Dylan Mulvaney, which was widely criticized and led to a significant volume decline of Bud Light.

While Skittles’ Senior Director Justin Hollyn-Taub has stated that the brand is committed to advocating for the LGBTQ+ community, the public’s reaction suggests that the company’s approach may need reevaluation.

Despite the backlash, the standard Skittle packaging remains available in stores, and the Pride Pack series can be found at selected retailers.

In response to the criticism, Skittles has pledged to donate one dollar, up to $100,000, to GLAAD’s work and programs aimed at combating discrimination.

However, it remains to be seen whether this move will be enough to quell the public’s discontent and restore faith in the candy brand’s commitment to genuine allyship and diversity.

As of now, Mars Inc., the parent company of Skittles, has yet to comment on the ongoing controversy.