Skittles lose their rainbow in celebration of Pride Month, but some think it's offensive

Skittles, known for unnervingly weird adverts and their “Taste the rainbow” tagline, have decided to temporarily ditch all colour from their packaging and sweets in honour of Pride. 

For the month of June, the brand is instead pushing this message: “During Pride, only one rainbow matters. So, we’ve given up ours to show our support.” 

The sweet flavours remain the same, but making them universally monochrome means every bag is a lucky dip.

On the surface, a well-meaning, celebratory marketing campaign, right? It’s definitely received the thumbs up from some people. 

Brilliant stuff from @Skittles - plain white packaging to give full rainbow focus to #Pride 🌈 pic.twitter.com/KUbvuvbfcj

— Jacqueline Buckland (@jax1985) May 31, 2017

Skittles white for equality🏳️‍🌈! #skittles #Equality pic.twitter.com/5ze4E0SXE2

— Ronan Shaw (@RonanShaw_henny) May 28, 2017

I like how Skittles give up their rainbow for Pride. It's quite subversive and humble. #pridemonth pic.twitter.com/JjsKhMMSbP

— Jazmin Frost 🏳️‍🌈 (@Tryzon) June 3, 2017

But aside from the fact they now look more like a tablet you’d neck for a headache than vibrantly colourful sweets that, even as a fully-grown man, you can’t help but rapidly devour by the handful until you genuinely feel like you could go for a jog on the ceiling, there have been criticisms of the alternative design.

Why? Because they’ve used white as a symbol for equality, diversity and inclusion. Bit of a tone-deaf own goal as some are concerned. 

This is soooo fucking stupid.
Why should whiteness mean equality?!
Thats the fucking problem!
We will never have nor want whiteness!! pic.twitter.com/zatBSbSNDA

— Tora Shae (@BlackMajiik) March 31, 2017

They literally ALREADY had a rainbow.
They could've just done a special flag edition and donated to some orgs.. but NOOOOOO "white skittles"

— Tora Shae (@BlackMajiik) March 31, 2017

Skittles shows everyone is equal.

...by making a bag of white skittles...

😶 https://t.co/7BRv17ECuU

— Benjamin YoungSavage (@benjancewicz) March 31, 2017

WHY IS NO ONE TALKING ABOUT THE FACT SKITTLES HAVE CHANGED THEIR DESIGN FOR PRIDE MONTH AS ONLY 'ONE RAINBOW MATTERS' pic.twitter.com/ZCJVC4baw7

— lizzie (@sweetpIum) June 11, 2017

According to TIME, parent company Wrigley has said they’ll donate to LGBT charities for every pack sold.