Mars Wrigley is making its first steps into the gummy category in the UK with new Skittles Squishy Cloudz.

Launching this month across grocery, convenience and discounters, Squishy Cloudz will be available in Fruits and Crazy Sours varieties in 94g and 70g tear and share bags.

The launch comes as Skittles was the fastest-growing brand in the fruity confections category in 2020.

Mars Wrigley Extra Apple and Blueberry added to range

Victoria Gell, brand director of Skittles, said: “Squishy Cloudz offers our customers the opportunity to achieve incremental sales within sugar confectionery and Mars Wrigley is supporting the ‘Squish the Rainbow!’ campaign in store with colourful and engaging PoS to drive trial.”

Mars Wrigley is supporting the new range’s launch with a social media and online video campaign called ‘Squish the rainbow’. It will have an estimated reach of 14 million people, specifically aimed at under-28s.

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