Starburst breaks flavour mould
Wrigley has launched Starburst Flavour Morphs, a product that changes flavour whilst you chew. The launch will be supported by a £3m multi-media campaign for the brand that includes TV advertising, social media engagement, mass sampling at UK festivals, as well as a strong in-store execution to drive trial.
A first for the UK confectionery category, Flavour Morphs will be launched across all channels in a 45g single stick pack and 152g sharing pouch and will feature the following flavour combinations: strawberry to strawberry pear; cherry to cherry lime; raspberry to raspberry pear. All three flavour combinations were voted for by consumers as their favourites during testing.
Matt Austin, European confections business director at Wrigley, explains, “Starburst is all about having fun and taking life less seriously, which is why consumers love it so much. 2012 was one of Starburst’s most successful years to date with £22m MAT value sales, making now the perfect time to implement our biggest investment in the brand in over five years.
“Research shows that consumers are looking for more than just taste and texture when choosing confectionery – they look for excitement and stimulation too. New Starburst Flavour Morphs offers just that. This exciting new product has already had success in USA and Canada – making it a must-stock for UK retailers, alongside Starburst Original Fruit Chews and Sours SKUs.”
