Is Skittles the best non-chocolate candy?

DETROIT – The makers of Skittles says the brand is now the No. 1 non-chocolate candy by market share across all retail channels.

Mars said Skittles is followed by Lifesavers and Hershey's Twizzlers, according to Nielsen.

Mars says Skittles moved into the top spot last year but the news was kept silent about the brand's dominance in order to make sure it maintained its lead.

Mars' Wrigley Americas President Casey Keller says that Skittles' edge has come from teaming up with organizations like the NFL,  the ongoing success of its Taste the Rainbow campaign, and new twists on a candy that's had a presence in the U.S. for four decades.

This summer, for example, Mars is rolling out a limited edition red, white, and blue "America Mix."