UK: Wrigley launches Starburst Flavour Morphs
By Michelle Russell | 19 March 2013
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Starburst Flavour Morphs comprise three flavour combinations in each pack |
Mars Inc's Wrigley has expanded its confectionery stable in the UK with the launch of Starburst Flavour Morphs.
A sweet that changes flavour while you chew, Wrigley says it is hoping to "change the face of the UK confectionery category" with the launch of Starburst Flavour Morphs.
Available in a 45g single stick pack or a 152g sharing pouch, the product features the following flavour combinations: Strawberry to Strawberry Pear; Cherry to Cherry Lime; Raspberry to Raspberry Pear.
The launch will be supported by a GBP3m (US$4.5m) multi-media campaign to include TV advertising, social media engagement, mass sampling at UK festivals, and in-store execution to drive trial.
STARBURST BREAKS THE MOULD WITH
NEW ‘FLAVOUR MORPHS™’
WRIGLEY BACKS STARBURST® WITH BIGGEST INVESTMENT IN OVER FIVE YEARS
This month, Wrigley is set to change the face of the UK confectionery category with the launch of new Starburst Flavour Morphs™, a unique product that changes flavour whilst you chew. The launch will be supported by a £3m multi-media campaign for the brand that includes TV advertising, social media engagement, mass sampling at UK festivals, as well as a strong in-store execution to drive trial.
A first for the UK confectionery category, Starburst Flavour Morphs™ will be launched across all channels in a 45g single stick pack and 152g sharing pouch and will feature the following flavour combinations: Strawberry to Strawberry Pear; Cherry to Cherry Lime; Raspberry to Raspberry Pear. All three flavour combinations were voted for by consumers as their favourites during testing.
Matt Austin, European Confections Business Director at Wrigley, explains: “Starburst® is all about having fun and taking life less seriously, which is why consumers love it so much. 2012 was one of Starburst’s® most successful years to date with £22m MAT value sales1, making now the perfect time to implement our biggest investment in the brand in over five years.
“Research shows that consumers are looking for more than just taste and texture when choosing confectionery - they look for excitement and stimulation too. New Starburst Flavour Morphs™ offers just that. This exciting new product has already had success in USA and Canada – making it a must-stock for UK retailers, alongside Starburst® Original Fruit Chews and Sours SKUs.”
Retailers and wholesalers looking to stock up on new Starburst Flavour Morphs™, or ‘Morph’ their store or depot with eye-catching point of sale, can call the Wrigley Display Hotline on 01752 752 094 or visit www.wrigley.com/uk
1 Nielsen MAT value sales w/e 29.12.12
Original source: Mars Inc
Sectors: Confectionery, NPD & innovation
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UK: Wrigley launches Starburst Flavour Morphs
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