# Shell-Free Chewy Candies The Skittles Chewies Have a Soft Texture for Consumers to Enjoy By Michael Hemsworth | Published 2018-07-06 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/skittles-chewies References: [conveniencestore](https://www.conveniencestore.co.uk/products/new-texture-experiences-with-skittles-and-starburst-npd/569036.article?utm_source=RSS_Feed&utm_medium=RSS&utm_campaign=rss) & [skittles](http://skittles.com) The [Skittles](https://www.trendhunter.com/trends/skittles-desserts) Chewies are the latest creation from [Mars Wrigley Confectionery](https://www.trendhunter.com/trends/skittles-squishy-cloudz) that will offer consumers of all ages with a different textural experience to enjoy. Positioned as a "[texture innovation](https://www.trendhunter.com/trends/mars-wrigley-crispy-rolls)" by the brand, the candies offer the same flavor to the original namesake brand but are made without the traditional crunchy outer shell. This leaves only the chewy middle, which makes them something of a chewy, gummy treat for consumers to enjoy as a change of pace from the brand's original varieties. The Skittles Chewies candies will be supported with a strong media campaign across the UK to spread word about the new treats and offer shoppers an update to a classic candy that could help to keep the name relevant in the increasingly competitive candy market. ## Trend Insights (Trend Hunter) - Score: 6.0/10 - Popularity: 79% | Activity: 94% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Food](https://www.trendhunter.com/food) ## Key Themes ### What Makes This Trend Stand Out - **Texture Innovation:** Creating candy with a different textural experience to attract consumers. - **Shell-free Candies:** Removing the traditional crunchy outer shell in candies to provide a chewy, gummy treat. - **Update to Classic Candy:** Refreshing and modernizing a traditional candy to stay relevant in the market. ### Sectors Adopting This - **Confectionery Industry:** Opportunity for confectionery brands to explore new textures and flavor experiences in their products. - **Advertising Industry:** Opportunity for advertising agencies to develop strong media campaigns to promote the launch of new candy products. - **Competitive Candy Market:** Opportunity for candy brands to differentiate themselves by offering unique and innovative candy options. ## Related on Trend Hunter - [Sugar-Dusted Soft Chews](https://www.trendhunter.com/trends/chewits.md) - [Squishy Cloud-Like Candies](https://www.trendhunter.com/trends/skittles-squishy-cloudz.md) - [Crunchy Dessert-Flavored Candies](https://www.trendhunter.com/trends/skittles-desserts.md) - [Miniaturized Multicolored Candy Products](https://www.trendhunter.com/trends/skittles-littles.md) - [Dual-Texture Mini Mint Candies](https://www.trendhunter.com/trends/tic-tac-chewy.md) - [Gummy-Style Candy Chews](https://www.trendhunter.com/trends/hichew-gummies.md) - [Sourness-Hiding Candy Chews](https://www.trendhunter.com/trends/sour-patch-kids-chews.md) - [Fruity Creative Campaigns](https://www.trendhunter.com/trends/soft-on-the-inside.md) - [Crispy Candy Contracts](https://www.trendhunter.com/trends/legally-acknowledge-the-crunch.md)