Wrigley is hoping to grow Skittles’ customer base with the release of a new flavour.
While the majority of Skittles consumers are in their teens, new Wild Berry is targetting consumers in their mid-twenties. The new flavour is being supported by a £10m through-the-line marketing campaign, including a new TV ad that goes live in February.
Wild Berry comprises: raspberry, strawberry, wild cherry, berry punch and melon berry flavours, which are expected to attract consumers with a more mature taste palette to the brand. The variant will be available in 55g single bag (rrp: 49p) and 174g sharing pouch formats (rrp: £1.28) – and is well suited to the Big Night In occasion.
“Skittles is performing phenomenally well,” says Wrigley European confections business unit director Matt Austin. “Not only has its annual growth rate, which currently stands at +16.3% year-on-year, been in double digits for the past three years, Skittles has also generated an additional £20m in value sales in the last three years – that’s +112% growth. We’re confident Skittles Wild Berry will capture the attention of a new generation of Skittles lovers, broadening brand appeal to a wider age demographic and ultimately creating additional sales opportunities for retailers.”