# Squishy Cloud-Like Candies Skittles Squishy Cloudz Come in Two Flavors By Michael Hemsworth | Published 2022-04-08 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/skittles-squishy-cloudz References: [conveniencestore](https://www.conveniencestore.co.uk/products/skittles-enters-gummy-market-with-squishy-cloudz/666367.article) & [mars](https://www.mars.com/made-by-mars/mars-wrigley)  The Skittles [Squishy Cloudz](https://www.trendhunter.com/trends/skittles-house-of-joy) are being launched by [Mars Wrigley](https://www.trendhunter.com/trends/skittles-citrus) 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](https://www.trendhunter.com/trends/skittles-giants-gooey), 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." ## Trend Insights (Trend Hunter) - Score: 5.4/10 - Popularity: 70% | Activity: 80% | Freshness: 11% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Gen Alpha, Millennial - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Branding](https://www.trendhunter.com/branding) ## Key Themes ### What Makes This Trend Stand Out - **Soft Candy:** The trend towards soft and squishy candies is growing, offering opportunities for confectionery brands to explore new textures and flavors. - **Targeted Campaigns:** Brands can reach specific consumer categories with targeted campaigns, such as Skittles' 'Squish the Rainbow!' initiative aimed at under-28s. - **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. ### Sectors Adopting This - **Confectionery:** The confectionery industry can explore innovative textures and flavors in order to meet growing consumer demand for unique candy experiences. - **Advertising and Marketing:** The advertising and marketing industry can develop targeted campaigns and initiatives to reach specific consumer categories and demographics. - **Brand Management:** Brand management industries can provide support for established brands looking to enter new markets and expand their product lines. ## Related on Trend Hunter - [Oversized Textural Candy Products](https://www.trendhunter.com/trends/skittles-giants-gooey.md) - [Crunchy Dessert-Flavored Candies](https://www.trendhunter.com/trends/skittles-desserts.md) - [Cloud-Like Gummy Candies](https://www.trendhunter.com/trends/haribo-berry-clouds.md) - [Dual-Flavor Marshmallow Candies](https://www.trendhunter.com/trends/swizzels-squashies.md) - [Zesty Summertime Candy Products](https://www.trendhunter.com/trends/skittles-citrus.md) - [Seasonal Foamy Candy Ranges](https://www.trendhunter.com/trends/swizzels-squashies-summer-candies.md) - [Mixed Fruit-Flavored Soft Candies](https://www.trendhunter.com/trends/mixed-fruit-soft-candy.md) - [Miniaturized Multicolored Candy Products](https://www.trendhunter.com/trends/skittles-littles.md) - [Squishy Skull-Shaped Candies](https://www.trendhunter.com/trends/swizzels-squashies-squeletons.md)