Mars expands confectionery portfolio with Skittles launch

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Mars has expanded its Skittles portfolio with its latest innovation, Skittles Pop’d, featuring the brand’s classic flavours and a brand-new sour variety in a unique, crispy texture.

The new freeze-dried confectionery will launch in two varieties, Original, which features the classic flavours strawberry, lemon, lime, orange and grape, and Sour, which features brand new flavours including sour lemonade, sour blue raspberry, sour strawberry, sour watermelon and sour cherry.

Ro Cheng, marketing vice president at Mars Wrigley North America, said: “At Mars, we're constantly looking for innovative ways to deliver new experiences to our fans, based on flavor profiles and texture trends that we know consumers are seeking. Skittles Pop'd trades Skittles' traditionally chewy lentils for a crispy, crunchy texture that we know our fans are really going to enjoy."

Skittles Pop'd will launch at select retailers across the US in the coming months, with nationwide rollout beginning in early 2025.

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