Starburst is back on TV this month with its “unexplainably juicy” campaign.

The “land of intensity ad” is the first element of Starburst’s multi-million-pound investment for this year. It will run until April and incorporates a mixture of TV and video on demand spots.

Retailers will also benefit from new reduced sized counter top outers. The outers include 24x45g sticks, RRP 49p, 12x192g pouches, RRP £1.28 and 12x150g bags, price-marked £1.

Tony Lorman, Wrigley European confections business unit director, said Starburst is now worth £24.1m and is growing at 5.6% year-on-year.

“This TV ad is the highest media spend for the brand in recent years and will work to generate maximum exposure among consumers, providing retailers with an additional opportunity to grow sales,” he added.