Wrigleys has joined forces with Asda to launch an extension to its Starburst confectionery line exclusively for the UK retailer.

Starburst FaveREDS has been launched after a sampling campaign held in Asda earlier this year. The product, which combines flavours of Starburst sweets chosen by consumers, are available in a sharing size pack on a limited two packs for GBP3 (US$4.68) promotion.

The packs combine flavours such as watermelon, cherry and classic strawberry. Consumers who took part have been entered into a prize draw to win a year’s supply of the winning flavour.

Wrigley, a subsidiary of US food giant Mars Inc, said it had managed to build a “meaningful and mutually beneficial partnership” with Asda through the launch.

“To be able to create an entirely new product chosen by Asda shoppers has been a hugely powerful opportunity, both for us and Asda,” said Wrigley customer activation manager Peter White. “This campaign proved to be a great example of how working closely with a brand like Asda on a promotion of this scale can help give us a brand like Starburst a continued lead in the market.”