SKITTLES® DIPS INTO A NEW SWEET SENSATION

 

Mars Wrigley is launching SKITTLES® Dips, a totally unique and delicious sweet sensation. Available to ship now, SKITTLES® Dips combine the harder, chewy texture of SKITTLES® that consumers love with a soft, creamy yoghurt coating – creating an indulgent, multi-textured fruity experience.

 

Mars Wrigley’s biggest Fruity Confectionery launch of 2019 is set to both drive excitement with existing SKITTLES® consumers and appeal to a diverse range of new shoppers.

 

SKITTLES® Chewies launched in the second half of 2018 and has been a big hit with consumers. Consumers seeking convenient indulgence are driving the trend for yoghurt-coated snacking, which is predicted to see a CAGR of +6.5% between 2017 and 2022[1], providing a great opportunity for retailers to drive sales. . With SKITTLES® Dips, Mars Wrigley is seeking to deliver a more premium experience, tap into the growing yoghurt-coated snacking space and contribute to overall category growth.

 

In the global confectionery market, creaminess is recognised as a key flavour profile associated with a premium offering. SKITTLES® Dips gives a more premium edge to the fourth biggest non-chocolate candy brand[2] and – always one to be a little different – the product’s matte packaging ensures that it stands out on shelf.

 

Alyona Fedorchenko, Marketing Director at Mars Wrigley, comments: “Disrupting the predictable is at the heart of the Skittles brand. In keeping with that ethos and following the successful launch of SKITTLES® Chewies last year, where we removed the SKITTLES® shell for a softer texture, we are disrupting the category even further by launching SKITTLES® Dips. By combining the balance of sweet, fruity flavours with tangy yoghurt, fans of SKITTLES® will enjoy something completely new, and totally indulgent from the brand.

 

“By tapping into the growing trend for yoghurt-coated treats we want to provide a more premium, indulgent experience for the consumer and give retailers another great opportunity to grow the category.”

 

 

[1] Euromonitor March 2018

[2] Nielsen Scantrack Total Fruity Confectionery – Total Coverage MAT w.e. 09.09.17

Author: kimbarnard

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