Sweets brand aims for older tastes


CONFECTIONERY brand Skittles is aiming older with its latest launch.

New Skittles Wild Berry is designed to appeal to young adults who are older than the current typical Skittles fan. The new flavour is being launched in all retail channels and is being backed by a £10m marketing campaign that includes in-store, sampling, digital activity and a new TV ad.
Skittles Wild Berry will be available in 55g single bags (£RRP 49p) and 174g sharing-sized pouches (RRP £1.28).
Matt Austin, European confections business unit director at Wrigley said: “Skittles is performing phenomenally well. Not only has its annual growth rate, which currently stands at 16.3% year on year, been in double digits for the past three years, Skittles has also generated an additional £20m in value sales in the last three years. We’re confident Skittles Wild Berry will capture the attention of a new generation of Skittles lovers, broadening brand appeal to a wider age demographic and creating additional sales opportunities for retailers.”