Just in case you might have let it slip how important gay culture is to humanity, Gay Pride Month is here once again to remind us all. Yes, it slipping your mind is unlikely given that Hollywood is pretty much all-gay all-the-time. And the news media is ever-ready to remind us at every turn how “gay-rights” are just as fundamental, if not more so, than any other right, particularly that of religion.

So, Gay Pride Month means the companies and products most of us enjoy will be going all in to celebrate some very specific sexual proclivities and everything surrounding them. The times we live in. Among those companies that caught my attention this year is Skittles. Taste the Rainbow and all that.

The press release from the makers of Skittles, Mars Incorporated, proudly announced,

This June, SKITTLES is giving up its signature rainbow by removing the iconic colorful branding to celebrate the LGBTQ+ community and highlight that during Pride, only #OneRainbow matters.

Hank Izzo, Vice President of Marketing for the company explains, “Skittles is passionate about showing its support for the LGBTQ+ community.” The packaging and candies themselves will be boring, basic whiteish-gray because, as the candy maker explains, “Only one rainbow matters during Pride.” Skittles has done this in previous years in Germany, Canada and the UK, but this is the first time in the United States.

Not only are they virtue signaling with their product, they will also be sending your money directly to gay advocacy. Skittles will partner with GLAAD, the world’s largest gay media advocacy group, giving them $1 for every packet of non-rainbow candies sold.

GLAAD President and CEO Sarah Kate Ellis says, “Skittles is removing its rainbow, but replacing it with much-needed conversations about the LGBTQ+ community…” Much needed conversations about homosexuality and transgender? Is it really lacking anywhere?

Skittles and its parent company Mars Incorporated have chosen to send a message about sexuality to our children. Consumers are able to send their own message and you can do so at Mars’ Facebook page.