Wrigley is expanding its Skittles range with the launch of new tropical variety.
Skittles Tropical roll out from 25 January in a 55g single bag (rsp: 49p), 174g sharing pouch (rsp: £1.28) and a 125g hanging bag (£1 price-marked pack). Each pack features a mix of flavours: orange, passion fruit, tropical punch, watermelon and pineapple.
The launch will be supported by a TV campaign from 17 January as part of a multimillion-pound spend on the brand in 2016, and will mark one of the few times a Skittles advert has featured a variety other than Original. Wrigley expects the ad, which features a rainbow-eating giraffe on a beach, to reach 10 million viewers.
“Tropical flavour has always been popular in the UK,” said Wrigley Confections marketing manager Dan Newell. “As such, it represents a huge sales opportunity for retailers to keep up to date with the latest flavour trend in the fruit confectionery category.
“The Skittles Tropical launch also offers a great platform for retailers to generate in-store activity during the winter months by bringing flavours of the tropics.”
Sales of Skittles are down 2.2% to £21.9m [Nielsen 52 w/e 3 October 2015].