In a bid to strengthen its presence in the bite-sized confectionery segment in the country, Mars Wrigley Confectionery is expanding its portfolio with the introduction of its global brand Skittles in India.
In 2017, the global major had introduced its iconic international brand M&M’s to tap into the bite-size chocolate category.
Product positioning
Skittles will initially be available in the top 40 cities across the country in both modern and general trade channel.
The brand will also be retailed on the e-commerce platform through Amazon.
In a statement, Andrew Leakey, General Manager, Mars Wrigley Confectionery India, said, “Globally, our brands are loved for their quality, great taste and the value they deliver. Our product portfolio in India reflects the same promise while offering our consumers the power to make informed choices.”
The product will be available in tube and pouch packs across three SKUs. Tubes will be priced at ₹50, resealable pouches at ₹75 and bigger party packs will be available at a price point of ₹150.
“Skittles will lead the fruit confectionery segment for us in India. Our aim is to grow the category and widen our consumer base through varied product offerings,” Leakey added.
The brand is known for its iconic “Taste the Rainbow” proposition and quirky campaigns and positioning.
Indian portfolio
The confectionery giant has been focusing on accelerating the pace of growth of its India business by introducing global brands to its India portfolio in the past few years. It hopes to expand the overall confectionery segment with the introduction of new brands and variants.
In India, the Skittles launch will be supported with a digital campaign in a bid to reach out to millennial consumers.