Wrigley is extending its fast-growing Skittles brand with a new variant backed by a £10m push including TV.

Rolling out now, Skittles Wild Berry is a mix of raspberry, wild cherry, berry punch, melon berry and strawberry-flavoured sweets in a 55g bag and 174g pouch (rsp: 49p and £1.28).

It would build on the brand’s 13.8% growth to £37.4m [Nielsen 52 w/e 12 October 2013] by attracting new consumers with a “more mature taste palate”, said Wrigley.