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[[File:M & Ms (3685102458).jpg|thumb|300px|Transparent chutes hold M&Ms of various colors]]
 
In 1976, Mars eliminated red-colored M&Ms<ref>{{cite web|url=http://us.mms.com/us/about/history/story/|title=The Story of M&M's Brand|access-date=June 14, 2008|work=mms.com|publisher=[[Mars, Incorporated]]|archive-url = https://web.archive.org/web/20080409043530/http://us.mms.com/us/about/history/story/ |archive-date = April 9, 2008}}</ref> because of health concerns over the dye [[Amaranth (dye)|amaranth]] ([[FD&C]] Red #2) that was a suspected [[carcinogen]] and they introduced the orange variety. Despite the fact that M&Ms never had contained the dye, this action was was taken by Mars purely to avoid any concerns by worried consumers.<ref name="Smith"/> Ten years later, a student at [[University of Tennessee]], Paul Hethmon, started a joke campaign to reinstate red M&Ms that would eventually become a worldwide phenomenon.<ref>{{cite news
|title=The man who brought red M&M's back to life
|first=Jim