"During pride, only one rainbow deserves to be the centre of attention."
Skittles and Pride Month usually share one very important thing in common: a love of rainbows.
However, to celebrate this year's Pride Month, the confectionary company is stripping its colours and going commando, because “during pride only one rainbow deserves to be the centre of attention”.
In a video released on the Skittles UK YouTube channel, a coloured bag is seen going through a photocopying machine and springing out of the machine in all white.
In the video, a voiceover explains:
“There it is, a rainbow-less pack of Skittles, but why give up the rainbow? For the LGBT+ community of course. You see during pride only one rainbow deserves to be the centre of attention, so Skittles have given there's up.”
The limited edition rainbow-less Skittles will be available at Tesco in the UK, with proceeds going towards Tesco's LGBT+ charity organisation.
Not everyone is happy about the colourless Skittles, with some pointing out the 'white pride' element of the stunt.
Also do white Skittles feel a little racist to anyone?— Esther R (@polyeaster) June 14, 2017
Skittles went and pissed me off with this poorly veiled white supremacist pride candy shit.— Grain (@Waquinoa) March 31, 2017
It is "that serious". The normalization of whiteness is a problem because we live in a society where whiteness is considered the standard.— phillip (@TrillestPhil) May 3, 2017
In other Skittles news, the company recently pulled an ad which featured a grown man ingesting Skittles through an umbilical still attached to his mother.