Skittles Giants Crazy Sours to launch this summer

Mars Wrigley is launching a new twist on its popular Skittles Giants next month—Skittles Giants Crazy Sours. Bigger on the outside and softer on the inside, Skittles Giants Crazy Sours will be available across grocery, impulse and discounters.

Research has shown that fruity confections shoppers expect variety in flavours and textures with Sours being the most incremental flavour after Fruit in the category. Like their counterpart, Skittles Giants Crazy Sours are three times the size of standard Skittles and have a soft chewy centre designed to strike taste buds with sourness.

Available in a £1 PMP treat bag (125g), a 141g value pouch and 170g grocery pouch, Skittles Giants Crazy Sours offers a format for every occasion and fit perfectly with the outdoor summer sharing occasion shoppers are looking for.

Following the success of the Skittles Giants launch last year, the Sours range is designed to appeal to a wider range of shoppers, which in turn can help drive overall category growth.

“Our consumers have spoken and we listened," said Victoria Gell, Fruity Confections Brand Director. "The creation of Skittles Giants Crazy Sours is a direct result of what our consumers have been communicating to us following the launch of Skittles Giants last year. We feel the Sours range satisfies shoppers’ desire for variety, whilst delivering true innovation. With shoppers now being able to get together in social environments, we wanted to offer a product that people could share and enjoy during those all-important moments together."

Skittles Giants Crazy Sours will be supported in-store with digital and traditional point of sale to maximum the impact and excitement around the launch, as well as a digital media campaign.