Skittles is launching a new bottle format for its original Fruits flavour, as it taps into the growing consumer demand for confectionery products to enjoy on the go.

Worth over £40 million, manufacturer Wrigley claims Skittles is currently growing four times faster than the sugar confectionery category and this new pack format will help drive category growth and sales following its launch in May.

The neat red container is designed to stand out on shelf, with an easy to open resealable lid to ensure people can enjoy Skittles when on the move. 

Dan Newell, Wrigley mMarketing manager confections, comments: “We’ve identified a huge gap in the market for the on-the-go occasion and responded to it with the launch of the new Skittles bottle format.

“Skittles is performing extremely well, and this new pack will drive sales for the brand and cement its position as one of the leaders of the sugar confectionery category.”

The launch will be supported by social media and the popular ‘Touch’ television ad which will run until July, as part of the brand’s multi-million pound investment for 2015. The new bottle packs will also be accompanied by newly designed POS materials to drive impact and awareness in store.