Mars Wrigley is strengthening its fruity confectionery line-up with the launch of Skittles Flavour Flip – hitting shelves nationwide from June 2026.
The range features Pouch (136g) and Treat (109g) bags to recruit younger adult shoppers with a shareworthy, multi-sensory taste experience. Each pack contains a classic round Skittles lentil with two-in-one flavour and colour combinations in every bite.
There are five sweet and sour varieties to discover: Strawberry & Watermelon, Lemon & Raspberry, Pomegranate & Apple, Lime & Cherry and Mandarin & Pineapple – with a fruity crisp shell and contrasting soft chewy centre – designed to “flip” tastebuds.
As a £63m brand leader in the chewy category, Skittles Flavour Flip is primed to grow the fruity confectionery segment – valued at £1.7bn – with data showing 53 per cent of UK consumers seek unusual flavours to enhance the moment. A further 74 per cent of those buying limited-edition flavours are spontaneous shoppers, set to drive up impulse sales alongside pre-planned purchases.
With 55 per cent of Skittles consumption moments containing four or more people, shareability is the key driver across audience groups: exploration seekers age 16-34 looking for immediate indulgence with friends on-the-go, and teen-influenced households who opt for at-home sharing experiences.
“This launch is all about flipping ordinary moments into a share-worthy experience with the twice the flavour in every chew. Fruity confectionery has the highest dwell time with shoppers looking to discover novelty sweets products,” said Emily Owen, senior brand manager at Mars Wrigley. “Skittles Flavour Flip satisfies a growing desire for multi-sensorial experiences – mood boosting and uplifting moments which promise flavour experimentation.
“We know younger sweet-eating adults want a break from always-on life. This monotony-free mindset is shaping fruity confectionery with NPD driving 64 per cent of category growth – creating a significant opportunity to drive penetration. Our latest innovation invites consumers to taste the new Skittles rainbow with pack formats designed for sharing occasions – from the big night in to grab-and-go socialising.”
To support the launch, Skittles is rolling out a summer campaign: “Flip Your Tastebuds Inside Out”, with omni-channel touchpoints for strong awareness and trial.