Mars Wrigley Confectionery is launching its first true texture innovation in 18 years across two of its best performing sugar confectionery brands, SKITTLES® and STARBURST®. Designed to overcome barriers to purchase, new SKITTLESChewies andSTARBURSTMinis are the latest additions to Mars Wrigley Confectionery’s £48.7m candy portfolio[1].196g_Starburst_Minis_Pouch_Large_Screen


With customers proactively requesting texture innovation in order to grow incremental space, Mars Wrigley Confectionery has created the biggest NPD launch for SKITTLES for nearly 20 years. An underdeveloped segment within the confectionery category, ‘chewy’ candy will be the latest creation from Mars Wrigley Confectionery to drive category growth, by growing incremental space.


SKITTLES Chewies, which is described as SKITTLES Fruits without the shell, is the latest innovation to hit the market for one of the UK’s largest sugar confectionery manufacturer[2]. The removal of the crunchy shell creates a soft fruity texture and provides a unique offering from SKITTLES. With a lighter texture and less intense flavour profile, SKITTLES Chewies appeals to consumers looking for the original flavours they know and love from SKITTLES, in a new, delicate texture format. Complete with standout pink packaging to differentiate from the core range, SKITTLES Chewies will be available in single bags and sharing pouches.


A comprehensive £1.2m media campaign will support the launch of SKITTLES Chewies and include Facebook and Instagram GIFs and Memes as well as a 6s and 20s video for Youtube.


Designed to tap into alternative consumption occasions for the brand, Mars Wrigley Confectionery also introduces STARBURST Minis. A smaller version of STARBURST Original, unwrapped for easier consumption, STARBURST Minis provides consumers with an easy-to-eat, fruity explosion of mini pellets that can be enjoyed wherever and whenever the moment takes them. With proven success in the US, STARBURST Minis is currently worth $30m NSV and is projected to increase in value to $85m by 2020.


Dan Newell, Fruity Confectionery Portfolio Director,at Mars Wrigley Confectionery, said: “We are extremely excited to add two huge innovations to our existing SKITTLES and STARBURST lines. Having undertaken extensive research, we found that retailers and consumers alike were looking for something with an alternative texture that still retained the fruity flavours of our much loved brands. As such, the launch represents huge sales opportunity for retailers to keep up-to-date with the latest trends in the fruit confectionery category.”


[1]Nielsen ScantrackTotal Market MAT TO 20.05.18

[2] Nielsen ScantrackTotal Market MAT TO 20.05.18

Author: kimbarnard

Share This Post On