It’s no secret that colour, like sex, sells. So when Skittles in the UK decided to ditch their rainbow coloured candies this month, it came as a shock to many, especially die-hard fans. But this isn’t the ploy of some clever marketing. It’s actually for a very worthy cause.

Switching to white-only Skittles and a new monochromatic packaging, the brand hopes to raise awareness of, and show solidarity for, the LGBTQ community during Pride celebrations, citing that “during Pride, only one rainbow matters”.

It’s not the first time, however, that white Skittles have made it onto the market – the brand first trialled the idea in 2016 but faced waves of backlash on social media, accused of white-washing the product.

This year, the brand hopes to raise awareness for equal rights regardless of gender or sexuality.

There are no official plans to bring the idea to our shores Down Under.