USA – Mars Wrigley, a world leading confectionery manufacturer, has recently unveiled its latest confectionery creation: Skittles Giants Gooey.
These new candies boast oversized, soft, fruit-flavored shells filled with a tangy citrus center, catering to the current trend for innovative and unexpected flavors.
This launch comes amidst a growing demand for fruit-inspired treats, with the category experiencing a steady increase at a Compound Annual Growth Rate (CAGR) of 4.3%.
Available in two packaging options, each bag contains five beloved fruit flavors: strawberry, Lime, Lemon, Blackcurrant, and Orange.
According to the company, the 109g treat bag size has hit shelves in the impulse channel initially, while a 125g pouch will soon debut in grocery, discounter, and digital channels (Retail Selling Price US$ 1.7).
Alice Maramotti, Skittles’ senior brand manager, emphasizes the brand’s unwavering commitment to pushing the boundaries of flavor, taste, and texture.
This dedication to innovation, excitement, and growth within the confectionery category is evident in previous creations such as Skittles Desserts and Skittles Squishy Cloudz in Fruits and Crazy Sours variants.
These unique taste experiences are the cornerstone of Skittles’ innovation pipeline, injecting a sense of fun and adventure into the category.
Maramotti shares, “Skittles Giants Gooey marks a significant milestone in our innovation journey, offering a daring twist on a beloved SKU and elevating our New Product Development (NPD) strategy.
“By expanding the Skittles Giants range, which attracts 40% of shoppers who are incremental to the category, we aim to increase frequency and penetration among consumers seeking a flavor adventure with an extra burst of intensity. This strategy is a testament to our commitment to understanding and meeting consumer preferences,” Maramotti added.
The launch of Skittles Giants Gooey aligns with Mars Wrigley’s commitment to continually innovate and meet evolving consumer preferences, ensuring that the brand remains at the forefront of the confectionery market.
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