Mars Inc’s Wrigley arm is to launch a sour liquid centre version of its Starburst sweets range in the UK.
Starburst Tongue Tangles will be available in the UK from 17 May in three flavours; Banana & Mango, Apricot & Cherry and Blueberry & Lemon, the firm said today (30 March).
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With an RRP of 42p (US$0.63) for the stick pack and GBP1.25 for the share bag, the new addition will be targeted at consumers of the fruit confectionery sub-category – a sector that Mars said grew 3.8% last year and is set to grow further.
Gareth Streeter, PR manager, said: “We are really excited about the launch of Starburst Tongue Tangles. Starburst is the No.1 fruit chew in confectionery, and we are sure that the new range will be a big hit with consumers this summer.”
The launch will be driven by extensive in-store support including “eye-catching” POS material.
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By GlobalData
