Classic Opal Fruits returns as 90s nostalgia climbs
CONFECTIONERY giant Mars Wrigley has brought back the classic Opal Fruits in its original flavours for a limited-edition run, aiming to respond to the rising demand for more nostalgic options.
This special launch will see the return of the original Strawberry, Lemon, Orange and Lime flavours in a 138g pouch and, unlike previous time-limited editions, Mars has said that once it’s gone, it’s gone.
There will be a fixed volume of stock made available for retailers and once it has been sold off, with no current plans on the table to make this a mainstay of the confectionery section.
First launched in 1960, Opal Fruits was a classic option for plenty of consumers across the UK before it was rebranded as Starburst in 1998.
Mars reckons this relaunch will leverage the rise in popularity for 90s nostalgia with consumers, evoking fond memories of childhood for many shoppers through some classic flavours.
The returning Opal Fruits follow on from limited edition runs in 2021 and 2024. The success of these runs has shown the clear consumer demand for the product, says Mars, and will provide consumers with what they know and love.
Opal Fruits will launched alongside Mars’ new Skittles Citrus in May across Sainsbury’s, Morrisons and Tesco stores nationwide and aims to leverage the growing demand for fruity confectionery flavours in the summer months.
Florence McGivern, senior brand manager for Skittles at Mars Wrigley, said: “Our new limited edition Opal Fruits SKU will be as iconic as it was in the 90s, giving fans the chance to revisit the strawberry, lemon, orange and lime flavours from decades ago.
“The 90s nostalgia trend continues to resonate strongly with consumers, and we are giving them the chance to reconnect with memories from that time.
“This limited edition follows successful runs in 2021 and 2024, and we are especially excited about this release as we continue to celebrate the rich heritage of an iconic brand.”
