Skittles Drinks Reimagine a Favorite Gen Z Candy as a Beverage
Laura McQuarrie — March 26, 2024 — Marketing
References: firebrandsus & investorsobserver
Fire Brands, an official licensing partner of Mars Wrigley, launched Skittles Drinks to offer a Gen Z-favorite candy in a drinkable format. These non-carbonated beverages are ready to be sipped in fan-favorite flavors like Wild Berry, Tropical or Sour, each of which was "carefully developed to taste like drinking a handful of Skittles," according to Raz Inserra, Director of Marketing at Fire Brands. Additionally, the Original Skittles Drink offers a refreshing, familiar taste of the classic variety.
These vibrant Skittles Drinks with nostalgic taste profiles are poised to satisfy Gen Z's desire for beverages that not only offer refreshment but also an experience that's visually appealing and shareable with friends and social media.
Skittles Drinks are packaged in 14-ounce, clear 100% Recyclable PET bottles.
These vibrant Skittles Drinks with nostalgic taste profiles are poised to satisfy Gen Z's desire for beverages that not only offer refreshment but also an experience that's visually appealing and shareable with friends and social media.
Skittles Drinks are packaged in 14-ounce, clear 100% Recyclable PET bottles.
Trend Themes
1. Nostalgic Beverage Innovation - Creating beverages with nostalgic taste profiles like Skittles Drinks to cater to Gen Z's desire for unique and visually appealing drink experiences.
2. Flavorful Drink Expansion - Expanding the market by offering non-carbonated beverages in vibrant flavors like Wild Berry, Tropical, and Sour to provide a new twist to traditional drink options.
3. Sustainable Packaging Solutions - Embracing 100% Recyclable PET bottles like those used for Skittles Drinks to align with consumer preferences for eco-friendly packaging in the beverage industry.
Industry Implications
1. Beverage - The beverage industry can capitalize on the trend by developing more nostalgic and visually appealing drink options that cater to Gen Z's taste preferences.
2. Food and Beverage Licensing - Exploring opportunities in food and beverage licensing partnerships, like the one between Fire Brands and Mars Wrigley for Skittles Drinks, to introduce innovative products that merge popular brands with new formats.
3. Packaging - The packaging industry can drive innovation by focusing on sustainable packaging solutions, such as 100% Recyclable PET bottles, to meet the increasing consumer demand for environmentally friendly packaging in various sectors, including beverages.
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