Confectionery behemoth Mars Wrigley is expanding its Skittles range with a giant variant, which is softer on the inside and three times the size of a standard Skittle.
The firm claims that research has shown fruity confections shoppers expect variety in flavours and textures. It is hoped that the new sweet will appeal to a broader range of shoppers and grow the category.
The new line follows the successful launch of Skittles Chewies in 2018. With 11% of Skittles Chewies sales incremental to the Fruity Confectionery category (Nielsen CPS, data from launch to 29/12/18), Mars Wrigley is aiming to repeat this success.
The new product is available in a single 45g pack (rrp 49p), £1 PMP treat bag (125g), 141g value pouch (rrp £1) and a 170g grocery pouch (rrp £1.49).
Portfolio director Victoria Gell said: “We’re thrilled to announce the launch of new Skittles Giants, a product that we feel satisfies shoppers’ desire for variety, whilst delivering true innovation.
“Consumer testing has been hugely positive and through our media and in-store support we are aiming to generate huge excitement, that will drive purchase. I can’t wait for people to try them!”
With a full range of in-store media and POS available, as well as a digital media focus, Mars Wrigley aims to deliver maximum impact and excitement in-store.