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Wrigley re-launches Skittles in new packaging format

US-based Wrigley has re-launched its fruit confectionery brand Skittles with £5m investment.

Wrigley confections business unit director Matt Austin said that 10 million Skittles were being consumed every day, and the re-launch would excite retailers and consumers alike.

"With Skittles Confused consumers will be expecting the unexpected with every chew, while the only thing retailers can expect is greater sales and profits," Austin said.

As part of the re-launch, the Skittles range re-design will see the rainbow flipped upside-down on pack, which will be supported by a fully integrated through-the-line marketing drive.

Available in 55g bag and 175g pouch formats, the color of the new Confused Skittle will not match the flavor inside, to surprise the consumers.

Set to hit screens in March 2013, a new TV ad will run alongside the ‘Touch’ TVC to exclusively support new Skittles Confused.