Wrigley has added a new, blue coloured sweet to its Skittles rainbow.
Available for eight weeks, the limited-edition ‘Once In A Blue Moon’ packs will see a cherry cola flavoured blue sweet join existing flavours; blackcurrant, lemon, strawberry, green apple and orange. The packs will be available in both 55g single bag and 175g sharing pouch formats.
The launch will be supported by social media and the ‘Touch’ television campaign which will run for a further 24 weeks throughout 2015, as part of the brand’s multi-million pound investment for the year.
Wrigley European confections business unit director Tony Lorman said: “Blue is the only colour in the rainbow that is not a permanent member of the Skittles fruit family and the introduction of this limited-edition pack will enable consumers to truly ‘taste the rainbow’ and provide an additional sales opportunity to retailers.”