Mars Wrigley has announced the launch of Skittles Giants Gooey, one of the confectionery manufacturer’s most ambitious NPD to date.
The new variant is fruity-flavoured giant candy with a gooey citrus core. The brand stated that innovation will tap into the trend for fun and unexpected tastes while capitalising on the growth in fruit-inspired confectionary, which has seen the category increase at a CAGR of 4.3%. Half of all Skittles Giants Gooey sales and 60% of shoppers are expected to be incremental to the category.
Available in two pack formats, each bag offers five fruit flavours – Strawberry, Lime, Lemon, Blackcurrant and Orange. A 109g treat bag size has launched in the impulse channel, with a 125g pouch to follow across grocery, discounters and digital channels on 17 June (RSP £1.35).
Alice Maramotti, Skittles Senior Brand Manager, commented: “We have a track record of pushing flavour, taste and texture boundaries to help drive category innovation, excitement and growth.
“Last year, we had Skittles Desserts and before that, Skittles Squishy Cloudz in Fruits and Crazy Sours flavours. These unique tastes and textures sit at the heart of our innovation pipeline and bring a sense of fun to the category.
“Skittles Giants Gooey is the next major chapter in our innovation story, offering an impactful twist on a favourite SKU and taking our NPD strategy to the next level. By extending the Skittles Giants range, for which 40% of shoppers are incremental to the category, we will drive frequency and penetration among shoppers looking for a flavour adventure with a burst of intensity.”
The launch will be supported by a fully integrated marketing campaign, including paid and earned media, OOH and sampling.
