Following a successful launch in the US earlier this year, Wrigley is introducing Starburst Strawberry to the UK.

Available from July 17, the Unexplainably Juicy limited edition packs will be made up solely of consumer favourite strawberry flavoured chewy candy.

The sku 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 (Nielsen w/e 25/03/17).

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.

A wide range of engaging POS material is available, 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, said: “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.”