Skittles gears up for January relaunch

  • Print
  • Share
  • Comment
  • Save

Wrigley is relaunching its Skittles brand in January with a revamped pack design and new variant.

The company said the £5m push was its biggest-ever UK investment in the brand, which has grown 38.7% year-on-year to £33.2m on volume sales up 37.2% [Nielsen 52w/e 15 September 2013].

The activity includes the launch of Skittles Confused, an assortment of sweets where the colour of the Skittle doesn’t match the flavour. Confused will be available in 55g bags and 175g sharing pouches featuring a new pack design introduced across the range that flips the rainbow graphic on packs upside down.

Wrigley is supporting the launch with in-store activity, outdoor sampling, digital and social media and, from March, a £3m TV ad campaign.

“Research tells us consumers want more from their sweets - they want to be entertained and that’s exactly what we’re giving them,” said Wrigley confections business unit director Matt Austin. “With Skittles Confused consumers will be expecting the unexpected with every chew.”

Have your say

These comments have not been moderated.

You are encouraged to participate with comments that are relevant to our news stories. You should not post comments that are abusive, threatening, defamatory, misleading or invasive of privacy. For the full terms and conditions for commenting see clause 7 of our Terms and Conditions ‘Participating in Online Communities’. These terms may be updated from time to time, so please read them before posting a comment.

Any comment that violates these terms may be removed in its entirety as we do not edit comments.

If you wish to complain about a comment please use the “report this comment” facility or email groceremails@wrbm.com

Mandatory
Mandatory
Mandatory
Mandatory

Related images

  • New skittles
  • Print
  • Share
  • Comment
  • Save
Sign in

Newsletter Sign-up

Free

I wish to receive the following newsletters:

For Members

Become a Gold Member to receive these newsletters:

Become a Finance Member to receive these newsletters:

Become a member of The Grocer

DIRECTORY

The+Grocer+Directory

CLICK HERE to search for the products, services and companies you need in the definitive guide to the UK food and drink industry.

FOLLOW THE GROCER

The Grocer's commentators and opinion makers