Mars Wrigley is bringing a bold new twist to the fruity confectionery category with the launch of Skittles® Citrus, a zesty mix of five zingy flavours: Orange, Lemon, Lime, Mandarin, and Blood Orange.
Hitting shelves nationwide from May 2025, the new variant is set to excite shoppers and drive impulse sales this summer, a key moment for the category. Developed in response to the growing demand for fruity and sour flavours, Skittles® Citrus delivers a refreshing taste experience, with 29% of shoppers seeking sour flavours in new products1. The fruity confectionery market continues to thrive, growing +6.4% in value sales in 20242, with innovation playing a key role as nearly a quarter of fruity value growth coming from new product development3.
As the UK’s number one brand in the chewy category4, Skittles® is committed to leading with innovation. The launch of 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 sweets5, proving its popularity across the category.
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% of fruity confectionery purchases being made on impulse6. With more gatherings and social occasions taking place during summer, demand for sharing treats continues to rise, reflected in a +2.9% increase in summer food sales in 20247.
Florence McGivern, Skittles® Senior Brand Manager, comments: “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. 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.”
This latest innovation reaffirms Mars Wrigley’s commitment to growing the fruity confectionery segment, bringing new and exciting flavours to market while strengthening Skittles® leadership position.
Comments are closed.