Fruity innovation takes off for Mars Wrigley brand
CONFECTIONERY giant Mars Wrigley has taken a new step of innovation for the Skittles brand with the launch of Skittles Giant Gooey.
Featuring a soft gooey filled centre, the fruit-flavoured giant sweet adds a hit of citrus to the centre of the popular sweet brand delivering a burst of tangy zest with every bite.
Available in two pack formats including a 109g treat bag size along with a 125g sharing pouch, the new packs feature five flavours including Strawberry, Lime, Lemon, Blackcurrant and Orange.
The smaller treat bag size is available for purchase now with the sharing pouch (RSP £1.35) set to roll out from 17 June, offering a perfect zesty treat in time for the summer months.
Mars said the new launch aims to tap into the consumer desire for fun and unexpected tastes across the confectionery category while capitalising on the growth for fruit-inspired sweets, which Nielsen data found has seen a compound annual growth rate increase of 4.3% between 2019 and 2023.
The launch will also be supported with a raft of marketing activity from Mars Wrigley including paid and earned media, OOH and sampling opportunities to raise awareness of the launch with consumers.
Alice Maramotti, senior brand manager for Skittles at Mars Wrigley, said: “We have a track record of pushing flavour, taste and texture boundaries to help drive category innovation, excitement and growth.
“Last year we had Skittles Desserts and before that, Skittles Squishy Cloudz in Fruits and Crazy Sours flavours.
“These unique tastes and textures sit at the heart of our innovation pipeline and bring a sense of fun to the category.
“Skittles Giants Gooey is the next major chapter in our innovation story, offering an impactful twist on a favourite and taking our NPD strategy to the next level.
“By extending the Skittles Giants range, for which 40% of shoppers are incremental to the category, we will drive frequency and penetration among shoppers looking for a flavour adventure with a burst of intensity.”
