Mars Wrigley is bringing a bold new twist to the fruity confectionery category with the launch of Skittles Citrus, a zesty mix of five zingy flavours.
Hitting shelves nationwide this month, the new variant is “set to excite shoppers and drive impulse sales this summer,” it says – a key moment for the category.
Developed in what the supplier calls a response to a growing demand for fruity and sour flavours, Skittles Citrus delivers a refreshing taste experience. The fruity confectionery market continues to thrive, with innovation playing a key role as nearly a quarter of fruity value growth coming from NPD.
The launch of Skittles Citrus is expected to attract adventurous new shoppers, whilst leveraging the strong repeat purchase and loyalty rates of current citrus fans. Citrus ranks among the top three fruity flavours in gum and sweets, proving its popularity across the category.
Florence McGivern, Skittles senior brand manager, said: “We know confectionery shoppers are always looking for new, bold flavours, and citrus is the perfect way to bring something fresh and exciting to the category. With its zingy taste and vibrant mix of flavours, Skittles Citrus is designed to tap into the growing demand for fruity confectionery while driving impulse purchases, especially in the summer months when social snacking occasions peak.”
To support the launch, Skittles is rolling out a summer campaign designed to drive awareness and trial, reinforcing how impulse-driven the category is. With more gatherings and social occasions taking place during summer, demand for sharing treats continues to rise, Mars Wrigley says.
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