Mars Wrigley enters ‘gummy’ category with Skittles Squishy Cloudz

Mars Wrigley is branching into the well-established “gummy” category for the first time in the UK, with a Skittles innovation, Squishy Cloudz. Available in two flavours, Fruits and Crazy Sours, Squishy Cloudz defies the standards of identity by combining a gummy and marshmallow with the same intense fruity flavours that make Skittles a consumer favourite. Skittles Squishy Cloudz is available across UK grocery, impulse and discounters this month.

The launch will be supported by a significant digital campaign across social media and online video platforms including Instagram, Facebook and Snapchat. The month-long campaign, “Squish the Rainbow!” is slated to go live in April with an estimated reach of +14M (35 per cent of adults) specifically targeting under-28s.

Shoppers expect variety in the flavours and textures of fruity confections, with Fruits being the biggest flavour partition, and Sours being the most incremental flavour to Fruits. Skittles, the fastest growing and number one contributing brand to the category growth in 2020 continues to introduce a pipeline of innovation. Squishy Cloudz joins a portfolio of best-sellers, including Skittles Giants and Skittles Giants Crazy Sours. Squishy Cloudz is positioned to be a key sales driver for retailers with +50 per cent overall incrementality from Mars Wrigley fruity confectionery launches.

Available in 94g and 70g tear and share packs, Squishy Cloudz is an ideal sweet for multiple occasions, including shared screen-time, on-the-go consumption or snack.

“This is the first venture for Mars Wrigley into the ‘gummy’ category in the UK,” said Victoria Gell, Brand Director of Skittles. “Following the footsteps of the successful launch of Skittles Giants, Squishy Cloudz is set to take the UK by storm. Squishy Cloudz are softer, squishier and a whole lot bouncier while packed full of delicious fruity flavour, widening the consumer base for the brand while recruiting new consumers into the Skittles family.

“Squishy Cloudz offers our customers the opportunity to achieve incremental sales within sugar confectionery and Mars Wrigley is supporting the ‘Squish the Rainbow!’ campaign in store with colourful and engaging POS to drive trial.”