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.

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By GlobalData