A real innovation for UK confectionery

It seems that manufacturers no longer create truly innovative products. New launches tend to focus around changing a product’s format eg making a standard tablet available in a bite sized sharing pack, or changing packaging styles eg price marked packs.

Totally unique products are few and far between. Which is why a new launch by Wrigley is so exciting, particularly when the product brings fun back to a sector, which in my opinion is becoming sidetracked with becoming healthier and more toothfriendly.

Wrigley has launched Starburst Flavour Morphs, a confection that changes flavour as you chew. No other similar product is available on the UK confectionery market. The product has already been successfully launched in the US and Canada, and there is no reason why consumer response should not be the same in the UK.