Following a successful launch in the US earlier this year, Wrigley is introducing the highly anticipated STARBURST Strawberry to the UK from the 17th July. The Unexplainably Juicy limited edition packs will be made up solely of consumer favourite strawberry flavoured chewy candy, adding another variant to its £18.4m candy portfolio.
Pink packs filled with the juicy flavour everyone loves, STARBURST Strawberry will be available in single (45g), hanging bag (150g) and sharing pouch (165g) formats, including price marked pack options. With a proven track record of driving growth into the sugar confectionery category, STARBURST Strawberry is expected to be a very successful NPD, eclipsing STARBURST’s last successful launch, STARBURST Very Berry, reaching nearly £4million in retail sales.
Launching through RTM for independent and symbol retailers in single and hanging bag format, these rotational Limited Edition listings will be a great opportunity for retailers to showcase Starburst Strawberry alongside the rest of the range both on and off shelf. 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.
As part of the Limited Edition offering, a 165g sharing bag will also be exclusively available in Asda, comprising part of its Tickled Pink charity campaign. Following its 20th anniversary in 2016, Asda’s Tickled Pink campaign has raised over £50million for two of the UK’s leading breast cancer charities – Breast Cancer Now and Breast Cancer Care. With the campaign’s new strapline, ‘Proud to be Pink’, STARBURST believes its strawberry flavoured sharing bags will be the ideal accompaniment to fundraising events. Wrigley will donate 5p from every pack sold in Asda to their Tickled Pink charities.
A wide range of engaging POS material is 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.”
 Nielsen Scantrack Total Fruity Confectionery – Total Coverage MAT w.e. 25.03.2017
 Nielsen Scantrack 2015 vs. 2014
 Breast Cancer Now – Registered charity no. 1160558; Breast Cancer Care – Registered charity no. 1017658