Wrigley has put its scientific nous into creating a new Starburst product that changes flavour while you chew. Starburst Flavour Morphs will be supported by a £3m multi-media campaign for the brand that includes TV advertising, social media engagement, as well as a strong in-store execution to drive trial.
Morphs will be launched across all channels in a single stick pack and 152g sharing pouch and will feature the following flavour combinations: Strawberry to Strawberry Pear; Cherry to Cherry Lime; Raspberry to Raspberry Pear. All three flavour combinations were voted for by consumers as their favourites during testing.
Matt Austin, European Confections Business Director at Wrigley, explains: “Starburst is all about having fun and taking life less seriously, which is why consumers love it so much. Research shows that consumers are looking for more than just taste and texture when choosing confectionery – they look for excitement and stimulation too. Starburst Flavour Morphs join Starburst Original Fruit Chews and Sours in the three-strong range
