Wrigley is to introduce a blue coloured Skittles sweet. The new variant will appear in limited-edition ‘Once In A Blue Moon’ packs.
Available for a period of eight weeks, the packs will see a cherry cola flavoured blue sweet join existing flavours; blackcurrant, lemon, strawberry, green apple and orange. Available in both 55g single bag and 175g sharing pouch formats, the packs are designed to appeal to new shoppers as well as existing consumers.
Tony Lorman, Wrigley European Confections Business Unit Director said: “Blue is the only colour in the rainbow that is not a permanent member of the Skittles fruit family and the introduction of this limited-edition pack will enable consumers to truly ‘taste the rainbow’ and provide an additional sales opportunity to retailers.”
The launch, which will be supported by social media and the ‘Touch’ television ad campaign, aims to bring incremental penetration to the category and drive further sales for the brand.
