Skittles Cashes in on Nostalgia With Launch of New Desserts Featuring 5 Flavor Variants

With increase in the number of under 35-year-olds consuming Fruity Confectionary as a dessert, Mars Wrigley has launched new Skittles Desserts. It features five lip-smacking flavors – Cherry Cheesecake; Strawberry Ice Cream; Choco-Orange Cake; Blueberry Tart; and Lemon Pie.

Skittles Free Assorted Doughnuts on White Ceramic Plate Stock Photo

The new flavors follow data highlighting that people are revisiting nostalgic dishes from their childhood, and 42.5 percent increase in those under 35 consuming this resistible confectionary.

Ryan Pardo Roques, Skittles senior brand manager, said 90 percent of category growth in Fruit Confections is driven by NPD. He believes that Skittles, complete with its history of powerful NPD category blockbusters, is perfectly placed to deliver on increasing demand for flavor innovation. “Skittles has delivered the number one NPD launch in the Fruity Confections category for the last four years, and we have the largest headroom to grow. That’s what we’re building on with the launch of Desserts, and we are confident in its potential to drive further growth, recruit new shoppers and drive relevance with Gen Z.”

desserts

New Skittles Desserts leverages on the success of Skittles Squishy Cloudz in Fruits and Crazy Sours flavors, which hit stores in April 2022, integrating a gummy and marshmallow to create a soft sweet with intense flavors. Younger consumers find this appealing. Skittles says that with 19 percent less calories per pack vs. core Skittles, and 40 percent less sugar per pack, Squishy Cloudz offers a less intense and softer candy experience when shopping the category.

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