There's something odd about Skittles this month. 'Taste the rainbow' is their catchphrase, but now there is no rainbow.
It's all for a good cause, however. Pride month celebrates everything LGBT for the entire of June, and Skittles have thrown their whole weight behind it.
Last year, they did exactly the same for London Pride weekend - ditching their usual brightly colourful packets, not to mention the sweets that we all know and love, for a white packaging and black writing.
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Oh, and the sweets are monochrome too.
Credit: Skittles
This year, in many stores, they are using the slogan: "During Pride, only one rainbow matters. So, we've given up ours to show our support."
It's a brilliant move by the company, owned by chewing gum maestros Wrigley (part of the wider Mars corporation). Money spent on the limited-edition packets will be donated to charity initiatives.
In a statement given to LADbible, Wrigley said: "The rainbow flag is the symbol of Pride, but the rainbow is also synonymous with Skittles. So, to show our support, Skittles has again given up its rainbow colours in order for Pride's rainbow to take centre stage at the Pride in London parade.
"Following the overwhelmingly positive response to our #onerainbow campaign at Pride in London 2016, we are excited to be giving up our rainbow for Pride for the second year running."
People across social media have been similarly impressed with the move, helping to celebrate equality in the world.
Wrigley also added: "As a major advertiser, we believe we have a responsibility to use our voice and the power of our brands to do good.
"Diversity and inclusion are also key values for us. This campaign allows us to have great fun with our brand while also raising awareness of an important issue."
As LGBT people, products and places are celebrated in the month of June, the Republic of Ireland has just voted in its first openly gay prime minister.
Credit: PA
38-year-old Leo Varadkar is also the youngest PM in the country's history, and won the ballot to lead the Fine Gael party earlier this month.
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He was nominated by the outgoing leader, Edna Kenny, during the beginning of proceedings. She highlighted his integrity and skill to carry out the role.
Featured Image Credit: Skittles
