It was 2016 when decided to strip away the of the rainbow from its packaging and candies, as part of the Give the Rainbow initiative. It was a much discussed campaign and one that sparked some criticism as well, as some on social media pointed out that the choice of pure could be to celebrate a ‘White .'

Of course Skittles had no intention whatsoever of celebrating white supremacy – white is technically ‘the absence of any colour.' The company released a statement to clarify its position back then, and has periodically introduced the same packaging during the various Pride Months, giving all the earnings from sales of the special edition to charity.