Mars Wrigley Excites with Skittles Giant Gooey Launch

Mars Wrigley has introduced an innovative addition to its Skittles American Candy brand: Skittles Giant Gooey. These new fruit-flavoured sweets feature a soft, gooey centre with a tangy citrus burst, enhancing the traditional Skittles American sweets experience.

Skittles Giant Gooey comes in two pack sizes: a 109g treat bag and a 125g sharing pouch. The treat bag is already available for those wanting to buy American snacks in the UK, while the sharing pouch (RSP £1.35) will be launched on June 17 to online American candy stores in the UK, just in time for the summer season. The packs include five flavours: Strawberry, Lime, Lemon, Blackcurrant, and Orange.

Mars Wrigley aims to satisfy consumer cravings for fun and unexpected tastes, capitalizing on the growing demand for fruit-flavoured sweets. According to Nielsen data, this segment has seen a compound annual growth rate of 4.3% from 2019 to 2023.

The launch of Skittles Giant Gooey will be supported by an extensive marketing campaign, including paid and earned media, out-of-home advertising, and sampling opportunities to increase consumer awareness.

Alice Maramotti, Senior Brand Manager for Skittles at Mars Wrigley, stated, “We consistently push the boundaries of flavor, taste, and texture to drive innovation, excitement, and growth in the category. Our past launches, such as Skittles Desserts and Skittles Squishy Cloudz, have introduced unique tastes and textures that bring fun to the category. Skittles Giants Gooey represents the next major chapter in our innovation journey, offering a new twist on a favourite and advancing our new product development strategy. By expanding the Skittles Giants range, which attracts 40% of incremental shoppers to the category, we aim to increase frequency and penetration among consumers seeking a flavour adventure with intense bursts of taste.”