Wrigley is combining two of the best-loved flavours from its £35m Skittles candy portfolio (Nielsen Scantrack Total Candy – Total Coverage MAT w.e. 05.11.2016) to create limited edition Fruits and Sours packs.
Fruits and Sours will provide consumers with a taste from both sides of the rainbow. Strawberry, Blackcurrant and Lime flavours from Skittles Fruits have been mixed with Sour Pineapple, Raspberry and Mandarin from Crazy Sours. The new combination is available in singles (55g, rrp £0.49), hanging bags (125g, rrp £1) and sharing pouches (174g, rrp £1.28). Price marked pack versions of the 55g (49p RRP) and 125g (£1 RRP) bags will also be available.
Following consumer research, Skittles Fruits and Sours scored higher in both intent and uniqueness than Fruits flavour.
To coincide with the launch, the brand will be returning to TV screens with its best ever performing ad, featuring a rainbow eating giraffe and the strap line ‘Discover the Rainbow, Taste the Rainbow’. The ad will run for 26 weeks and form part of the brands multi-million pound investment for 2017, which is also being supported with bespoke digital activity across social media platforms, and in depot with dedicated POS material.
Dan Newell, Wrigley Confections Marketing Manager, commented, “We’re extremely excited to combine two of our best performing Skittles variants to create a brand new product packed full of consumers’ favourite flavours. Containing Skittles from both sides of the rainbow, consumers will enjoy the mix of fruit and sour candy to create a brand new taste sensation. The launch of the mixed bag will also offer retailers with a brand new Skittles concept to engage consumers at the start of 2017 and in turn help boost sugar confectionery sales.”