Wrigley is launching Skittles in a bottle format - the first time the brand has expanded beyond bags and pouches.
Rolling out from next month, the 125g resealable pot (rsp: £1.29) follows the success of Wrigley gum in bottles. The company said it had identified a “huge” gap for an on-the-go format. Wrigley said TNS research had shown bottles were the second most impulsive confectionery format after pouches.
It is being launched as sales of the Skittles brand have grown by 2.2% to £40m [Nielsen 52 w/e 21 March 2015].
Wrigley is backing the rollout with PoS and social media, while the brand is being supported with the current Touch TV ad until July.