And to make sure they know it’s out there, Mars tried to make it go viral. The product itself was designed to appeal to those shoppers. Mars found through its research that younger consumers especially are interested in an element of surprise. “However, we didn’t want it to be too twisty, that it would scare you from eating the rest of the bag.” “We wanted to put a twist on what our delicious flavors are,” said Caitlin Hubbard, a product development scientist for Mars. YouTube is filled with videos of people trying and reacting to Zombie Skittles. Mars won’t disclose what “Zombie” actually is, but it’s supposed to taste unpleasant enough to elicit a reaction - but not so awful as to turn you off Skittles for good. Some identify the tang of garlic, and others a hint of meat. For some, the “Zombie” flavor may resemble fruit gone bad. The candy comes in a gray, ominous-looking package, each containing several sweet Skittles and some that taste … a little off.
One of this year’s notable creations, Zombie Skittles, have already made a splash. With such a big investment in its candy brands, Mars needs to keep people interested.
Today, Skittles branding is featured prominently throughout the space - in office conference rooms, hallways and throughout the sprawling, sweet-scented factory itself, where the candies are made and packaged. In 2016, Mars Wrigley poured $50 million into its Yorkville, Illinois, candy factory to expand the facility - which also makes Life Savers and Doublemint and Juicy Fruit gums - and add a Skittles production line.
Ready maker full#
To get the most out of Halloween, Mars Wrigely has to jazz up it core items, spark a conversation online and take full advantage of the eight-week-long Halloween season in stores. So when this candy-centric holiday comes around, Mars Wrigley and others pull out all the stops. Although candy sales are steady, e-commerce is “one of the things that I think keeps candy makers up at night,” said Crystal Lindell, editor of Candy Industry Magazine. Otherwise, people tend to buy candy on impulse - and that urge is weaker when they’re shopping online. Halloween is one of the rare occasions when candy appears on people’s shopping lists. 1 season at Mars … continues to become increasingly important,” Tim LeBel, president of sales for Mars Wrigley in the United States, told CNN Business. Skittles being made at Mars Wrigley's Yorkville, Illinois facility.
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