Wrigley aims to capitalise on the biggest sugar confectionery season of the year as it launches Halloween-themed limited editions from Skittles and Starburst.
Skittles ‘Darkside’ pouches and single packs will provide consumers with Skittles from the other side of the rainbow, with flavours including Forbidden Fruit, Midnight Lime, Blood Orange, Pomegranate and Dark Berry.
New Starburst ‘Trick or Treat’ sharing bags contain Apple, Raspberry and Orange flavoured chews, in both sweet and sour varieties – an ongoing trend for fruit confectionery. Consumers won’t be able to tell if a chew is sweet or sour until they start eating it.
Available across all channels from now until Halloween, both limited edition launches are incremental additions to the Skittles and Starburst ranges.
Dan Newell, Wrigley Confections Marketing Manager, commented, “Halloween is the biggest season for sugar confectionery in the UK and is worth over £223m, growing at 7.8%. As such, it represents a huge sales opportunity for retailers, who should be thinking about stocking up on special packs and how to generate in-store theatre.
“These two limited edition launches are designed to help retailers capitalise on this opportunity, with Starburst offering a truly engaging chewing experience, and Skittles presenting consumers with something dark and previously unknown in the UK.”
Skittles Darkside will be available in both a 174g pouch with an rrp of £1.29, and in single pack format with an rrp of 51p. Starburst ‘Trick or Treat’ will be available as a 165g sharing bag with an rrp of £1.29.
Also in time for Halloween, Skittles will be adding Skittles Fruit Funsize to its range as a permanent addition. It will be available in multipacks of 11 x 18g bags, with an rrp of £1.39.
