Skittles is boosting its range with the launch of a Wild Berry variant, which launches across all channels this month. The launch, the fourth permanent line in the £38m range, will be supported by a £10m through-the-line marketing campaign comprising of in store, sampling, digital and a new TV ad. A combination of Raspberry, Strawberry, Wild Cherry, Berry Punch and Melon Berry flavour, new Skittles Wild Berry are intended to appeal to existing users but also attract new consumers with a more mature taste palette. The variant will be available in 55g single bag (£0.49) and 174g sharing pouch formats (£1.28). Matt Austin, European Confections Business Unit Director at Wrigley says: “Skittles is performing phenomenally well but never one to rest on our laurels, we’re confident Skittles Wild Berry will capture the attention of a new generation of Skittles lovers, broadening brand appeal to a wider age demographic and ultimately creating additional sales opportunities for retailers.” The launch of Skittles Wild Berry is being supported by a brand new TV campaign, designed to build on the success of the popular ‘Midas Touch’ ad and to entertain consumers with Skittles’ unique humour.
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