The Skittles Squishy Cloudz are being launched by Mars Wrigley in the UK as part of the brand's foray into the gummy candy market that will offer consumers a decidedly softer, cloud-like treat.
The candies feature a soft, airy texture, and come in two flavors including Crazy Sours and Fruits, which both come in 70-gram and 94-gram bags. The product will be supported by the 'Squish the Rainbow!' campaign that's expected to reach more than 14-million consumers with a specific target on the under-28 category.
Skittles Brand Director Victoria Gell spoke on the new Skittles Squishy Cloudz saying, "Following the footsteps of the successful launch of Skittles Giants, Squishy Cloudz is set to take the UK by storm. Squishy Cloudz are softer, squishier and a whole lot bouncier while packed full of delicious fruity flavour, widening the consumer base for the brand while recruiting new consumers into the Skittles family."
Squishy Cloud-Like Candies
Skittles Squishy Cloudz Come in Two Flavors
Trend Themes
1. Soft Candy - The trend towards soft and squishy candies is growing, offering opportunities for confectionery brands to explore new textures and flavors.
2. Targeted Campaigns - Brands can reach specific consumer categories with targeted campaigns, such as Skittles' 'Squish the Rainbow!' initiative aimed at under-28s.
3. Expansion Into New Markets - Established brands, like Skittles, can enter new markets, such as gummy candies, by leveraging their existing brand recognition and customer loyalty.
Industry Implications
1. Confectionery - The confectionery industry can explore innovative textures and flavors in order to meet growing consumer demand for unique candy experiences.
2. Advertising and Marketing - The advertising and marketing industry can develop targeted campaigns and initiatives to reach specific consumer categories and demographics.
3. Brand Management - Brand management industries can provide support for established brands looking to enter new markets and expand their product lines.