Following its launch in the US earlier this year, Wrigley is introducing the Starburst Strawberry to the UK from the 17 July.

The Unexplainably Juicy limited edition packs will be made up solely of strawberry flavoured chewy candy, adding another variant to its £18.4m candy portfolio.

Starburst Strawberry will be available in single (45g), hanging bag (150g) and sharing pouch (165g) formats, including price-marked pack options.

With dedicated activation support from the Wrigley field force along with the rest of the Starburst and Skittles candy portfolio, Wrigley aims to drive interest and create exciting news to refresh and drive the brand.

A wide range of POS material will be available to retailers looking to participate in the launch, with Wrigley’s dedicated field force on hand to support. Hundreds of cash and carry depots will also be supported with off-shelf activation to encourage product trials in-store.

Dan Newell, Wrigley Confections marketing manager, commented: “Berry flavours continue to perform well in the UK, and represent a huge sales opportunity for retailers. We’re very excited about launching our most popular berry flavour in its own pack, bursting with real strawberry fruit juice.

“For those looking for the next opportunity to drive sales with the latest flavour trend in the fruit confectionery category, Starburst Strawberry is a must stock.”