New taste the rainbow innovation set to unlock category growth
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 2 in 1 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[1] brand leader in the chewy category, Skittles® Flavour Flip is primed to grow the fruity confectionery segment – valued at £1.7bn[2] – with data showing 53% of UK consumers seek unusual flavours to enhance the moment. A further 74% of those buying limited-edition flavours are spontaneous shoppers, set to drive up impulse sales alongside pre-planned purchases[3].
With 55% of Skittles® consumption moments containing four or more people[4], 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.
Emily Owen, senior brand manager at Mars Wrigley, comments: “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. 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% of category growth[5] — 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.
[1] NielsenIQ Scantrack Data total GB Coverage Latest 52 weeks w/e 09/05/26)
[2] NIQ Total Cov Sales Value Lates 52wks 24/01/2026
[3] Sugar and Gum Confectionery, UK, Mintel, 2025
[4] NeilsenIQ (2022)
[5] NielsenIQ Scantrack Data total GB Coverage L52W to 13/03/26
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