Mars Wrigley is adding a new twist on its Skittles range with Skittles Giants, which are three times the size of the standard sweet.
The supplier says that research has shown that people who shop the fruity sweet category expect variety in flavours and textures, so it hopes to appeal to a broader range of shoppers and grow the category.
It follows the launch last year of Skittles Chewies.
Available in a single 45g pack (49p), £1 price-marked treat bag (125g), and 141g value pouch (£1), the launch offers a format for every occasion.
Victoria Gell, portfolio director at Mars Wrigley, said: “We’re thrilled to announce the launch of new Skittles Giants, a product that we feel satisfies shoppers’ desire for variety, whilst delivering true innovation.
“Consumer testing has been hugely positive and through our media and in-store support we are aiming to generate huge excitement, that will drive purchase. I can’t wait for people to try them.”
The launch will be backed by a full range of in-store and digital media, alongside PoS.