Wrigley turns up the heat
Wrigley introduces sweet and spicy Skittles, Starburst.
July 3, 2017
Wrigley was among several companies introducing sweet and spicy candy at the Sweets & Snacks Expo.
The Chicago-based company has developed Skittles Sweet Heat and Starburst Sweet Heat. Both start out with fruit flavors, and then the spice creeps up at the end of the tasting experience.
Set to debut in December, each Skittles pack has five flavors: Fiery Watermelon, Blazin’ Mango, Flamin’ Orange, Sizzlin’ Strawberry and Lemon Spark. Each Starburst pack has four flavors: Fiery Watermelon, Strawberry Mango, Flamin’ Orange and Pipin’ Pineapple.
Michelle Green, Wrigley U.S. marketing communications manager, said these items are “not just for young people,” or even daredevils looking for a sweet treat. Citing NPD research, Green said 60 percent of consumers are willing to try a spicy product.
Wrigley will also move one of its classic gum brands – Extra – into the mints category. Also set to debut in December, Extra Chewy Mints have a crunchy outer shell and a chewy core reminiscent of the Skittles texture. They’ll be available in two flavors: Peppermint and Polar Ice.
“We’re excited to see what it does for the category,” Green says.