Mars Wrigley strengthens the fruity confectionery demand
CONFECTIONERY giant Mars Wrigley has expanded on its range of fruity confectionery with the launch of the new Skittles Flavour Flip packs.
Hitting shelves nationwide from June 2026, the new range features both a 136g pouch format as well as a 109g treat bag to help recruit more young adult shoppers to the sector through a “multi-sensory” taste experience.
Each pack contains the classic Skittles candy shell with a unique 2-in-1 flavour twist with different flavour inside compared to the outer shell.
There are five sweet and sour flavour variants to discover with Strawberry & Watermelon, Lemon & Raspberry, Pomegranate & Apple, Lime & Cherry and Mandarin & Pineapple.
Mars reckons the new launch will be a strong performer for the Skittles brand following Nielsen data which found it to be a brand leader in the category with a value worth of £63million.
Furthermore, NIQ research found that 53% of UK consumers are now seeking out unusual flavours across the category to help shake up their usual choice.
To help support this launch, Skittles is set to roll out a new summer campaign titled ‘Flip Your Tastebuds Inside Out’. The marketing will run across multiple channels to help drive up consumer awareness and encourage trial with its core audience.
Emily Owen, senior brand manager at Mars Wrigley, said: “This launch is all about flipping ordinary moments into a share-worthy experience with the twice the flavour in every chew. Fruity confectionery has the highest dwell time with shoppers looking to discover novelty sweets products.
“Skittles Flavour Flip satisfies a growing desire for multi-sensorial experiences – mood boosting and uplifting moments which promise flavour experimentation.
“We know younger sweet-eating adults want a break from always-on life. This monotony-free mindset is shaping fruity confectionery with NPD driving 64% of category growth – creating a significant opportunity to drive penetration.
“Our latest innovation invites consumers to taste the new Skittles rainbow with pack formats designed for sharing occasions – from the big night in to grab-and-go socialising.”
