Mars Wrigley is taking innovation to an intense new level of taste and texture with the launch of Skittles Giants Gooey, the confectioner’s most ambitious NPD to date.
Skittles Giants Gooey fill soft, fruity-flavoured giant candy with a gooey citrus core, delivering a tangy hit of zestiness. The innovation taps into the trend for fun and unexpected tastes while capitalising on the growth in fruit-inspired confectionery which has seen the category increase at a CAGR of 4.3 per cent. Half of all Skittles Giants Gooey sales and 60 per cent of shoppers are expected to be incremental to the category.
Available in two pack formats, each bag offers five popular fruit flavours – Strawberry, Lime, Lemon, Blackcurrant and Orange. A 109g treat bag-size has been launched in the impulse channel on 22 April, followed by a 125g pouch across grocery, discounters and digital channels on 17 June (RSP £1.35).
“We have a track record of pushing flavour, taste and texture boundaries to help drive category innovation, excitement and growth,” Alice Maramotti, Skittles senior brand manager, commented.
“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 of Skittles Giants Gooey will be supported by a fully integrated marketing campaign, including paid and earned media, OOH and sampling, to raise awareness, encourage trial and drive purchase.
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