Mars Wrigley is bringing a new twist to the fruity confectionery category with the launch of Skittles Citrus, a mix of five zingy flavours: Orange, Lemon, Lime, Mandarin, and Blood Orange.
Rolling out this month, the new variant was developed in response to the growing demand for fruity and sour flavours. The fruity confectionery market continues to thrive, growing by 6.4% in value sales in 2024, with innovation playing a key role as nearly a quarter of value growth comes from new product development.
To support the launch, Skittles is rolling out a summer campaign designed to drive awareness and trial.
Florence McGivern, Skittles Senior Brand Manager, commented: “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.”
