Taste a rainbow of zing with Skittles Citrus
CONFECTIONERY giant Mars Wrigley has brought a bold new twist to the Skittles brand with the launch of Skittles Citrus.
Offering more zing for the fruity confectionery category, the new Skittles launch offers consumers a mix of five flavours: Orange, Lemon, Lime, Mandarin and Blood Orange.
Rolling out to shelves from May, the new variant is set to excite shoppers and drive impulse sales this summer says Mars Wrigley. The firm said the launch comes in response to a rising demand for fruity and sour flavours within the sweets sector.
To support the launch, Skittles is rolling out a summer campaign designed to drive awareness and trial with the brand to reinforce how impulse-driven the sweets category is.
According to research Mars provided, 83% of sales of fruit confectionery products are made on an impulse and, with more gatherings and social occasions taking place over the summer months, the demand for sharing products within fruity confectionery will increase with it.
This new launch from Mars into the fruity confectionery category follows swiftly on from the firm’s announcement about the return of Opal Fruits in its original five flavours for a limited time run.
Florence McGivern, senior brand manager at Skittles, said: “We know confectionery shoppers are always looking for new, bold flavours and citrus is the perfect way to bring something fresh and exciting to the category.
“With its zingy taste and vibrant mix of flavours, Skittles Citrus is designed to tap into the growing demand for fruity confectionery while driving impulse purchases, especially in the summer months when social snacking occasions peak.”
