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 confectionary which has seen the category increase at a CAGR of 4.3%[i]. Half of all SKITTLES® Giants Gooey sales and 60% of shoppers are expected to be incremental to the category[ii].
Available in two pack formats, each bag offers five popular fruit flavours – Strawberry, Lime, Lemon, Blackcurrant and Orange. A 109g treat bag-size will launch in the impulse channel on 22nd April, followed by a 125g pouch across grocery, discounters and digital channels on 17th June (RSP £1.35).
As the number one brand in the chewy partition, SKITTLES® is renowned for leading the way in innovation and has a history of powerful NPD category-firsts.
Alice Maramotti, SKITTLES® Senior Brand Manager, comments: “We have a track record of pushing flavour, taste and texture boundaries to help drive category innovation, excitement and growth.
“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[iii], 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.
[i] Source: Nielson Total Fruity Confectionery (all manufacturers) at Total Coverage 2019 to 2023
[ii] Source: Internal incrementality estimation tool data
[iii] Source: Internal incrementality estimation tool data
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