Mars Inc. is reportedly considering ending the use of its signature M&Ms in sugary dessert treats, the most famous of which could be the McDonald’s (MCD) McFlurry.
Mars is responding to increasing public scrutiny of the levels of sugar found in these items, according to Reuters, and the candy maker is looking to keep the use of its products in line with its stated stance that sweets like M&Ms are best enjoyed in moderation.
Other commercially available products using Mars candies include Burger King’s (BKW) Snickers Pie and Dairy Queen’s Blizzards, in which myriad candies, including Mars products, can be blended with soft serve ice cream.
A Mars spokesman sent the following statement to Fortune:
Our commitment to limiting the added sugars in our products to less than 10% of total energy/caloric intake is based on the recommendation of the world’s leading health authorities … This commitment, which we announced last year, applies to all Mars branded products. We are now working alongside our suppliers and customers to bring this commitment to life.
This isn’t the first step Mars has taken in light of increased public resistance to sugary foods. In 2013 the company eliminated King Size candy bars and limited the amount of calories in a serving of candy to 250.
At least one advocate doesn’t think this is enough, and that not putting Mars products into ice cream is largely an empty gesture.
“This is all junk food,” public health attorney Michele Simon told Reuters. “It’s kind of silly.”