The move by Wrigley (a Mars company) is part of a £5m investment, which it claims is the biggest ever in the UK for the product.
A new look pack design for the entire range features the Skittles rainbow graphic flipped upside down.
Skittles Confused is a version of the sweets where the colour and flavor don’t match. It will be available in sky blue coloured 55g bags and 175g sharing pouches.
As part of the investment in the brand ‘in-store activation’, mass outdoor sampling, targeted digital and social media engagement and a £3m TV ad campaign airing next March is planned.
Wrigley Confection business unit director Matt Austin says, ‘Research tells us consumers want more from their sweets – they want to be entertained and that’s exactly what we’re giving them.’