US food company Masterfoods is to launch a £3m (US$5.5m) advertising campaign to promote its Skittles confectionery brand to UK teenagers.

Skittles are currently aimed at the pre-teen market but are competing against another Masterfoods brand, Starburst.

As well as repositioning the brand, the company will also launch a chewing gum under the Skittles brand name in the UK over the next few months, following the launch of the new chewing gum in the US, reported Marketing.