Mars Wrigley has announced the launch of Skittles Citrus, a mix of five flavours: Orange, Lemon, Lime, Mandarin, and Blood Orange.
Hitting shelves nationwide from this month, the new variant is expected to drive impulse sales this summer, a key moment for the fruity confectionery category.
The fruity confectionery market continues to thrive, growing 6.4 per cent in value sales in 2024, with innovation playing a key role as nearly a quarter of fruity value growth coming from new product development.
Developed in response to the growing demand for fruity and sour flavours, Skittles Citrus is expected to attract adventurous new shoppers, whilst leveraging the strong repeat purchase and loyalty rates of current citrus fans.
Citrus ranks among the top three fruity flavours in gum and sweets, proving its popularity across the category.
“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,” Florence McGivern, Skittles senior brand manager, commented.
“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.”
To support the launch, Skittles is rolling out a summer campaign designed to drive awareness and trial, reinforcing how impulse-driven the category is, with 83 per cent of fruity confectionery purchases being made on impulse.
With more gatherings and social occasions taking place during summer, demand for sharing treats continues to rise, reflected in a 2.9 per cent increase in summer food sales in 2024.
