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Mars Wrigley expands new bite-sized category in India, launches Skittles

Andrew Leakey of Mars Wrigley Confectionery India says Skittles will lead the fruit confectionery segment for the brand in India

Mars Wrigley Confectionery India has launched fruity chewy candy, Skittles, in India in line with the company’s aim to expand the nascent bite-sized category in the country. In India, Skittles will continue to build on its global proposition of ‘Taste the Rainbow’. Skittles will be available in two variants – Original Fruits and Wild Berry.

The Original Fruits pack consists of apple, orange, grape, lemon and strawberry. Wild Berry has berry punch, raspberry, melon berry, cherry and strawberry.

Andrew Leakey, General Manager, Mars Wrigley Confectionery, India, said, “India is a priority market for Mars Wrigley Confectionery and we are committed to bringing our best loved brands to Indian consumers. Globally, our brands are loved for their quality, great taste and the value they deliver. Our product portfolio in India reflects the same promise while offering our consumers the power to make informed choices. Skittles will lead the fruit confectionery segment for us in India. Our aim is to grow the category and widen our consumer base through varied product offerings. We are confident that the uniqueness of Skittles will win the hearts of consumers in India.”

The launch of Skittles will be supported by a digital campaign that resonates with the brand’s current tagline of ‘Overpromise the Rainbow. Taste The Rainbow’. The campaign builds on Skittles dynamic brand personality and reaches out to millennial audiences by exaggerating the benefits of the five fruity flavours in the same quirky, eccentric manner, which is synonymous with Skittles across the globe.

The digital film shows a man milk a rainbow-munching giraffe and end up with a bucket of Skittles instead of milk.

Skittles will be available in 40 cities across the country across modern and traditional retail outlets. The product will be available in convenient tube and pouch packs across three key SKUs – tubes priced at Rs 50, re-sealable pouches priced at Rs 75, and party packs priced at Rs 150. The brand will also be retailed via e-commerce platform

Mars Wrigley Confectionery deals in making diverse products and offers services for people and the pets people love. With almost $35 billion in sales, the company is a global business. Mars also provides veterinary health services. Headquartered in McLean, VA, Mars operates in more than 80 countries.

The Film:

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