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.

Skittles Giants 141g (1)

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.