Skittles is taking its signature candy in a new textural direction with the launch of Skittles Gummy Crystals, a product that combines a soft, chewy gummy centre with a crunchy layer of tangy edible crystals on the outside.
Owned by Mars, Skittles said the new format responds to growing consumer interest in bold, multi-sensory experiences in confectionery.
Skittles Gummy Crystals will be available in two varieties. Original combines strawberry, lemon, grape, orange and green apple flavours, while Tropical Splash features fruit punch, pink lemonade, mango melon, pineapple and watermelon.
The new product will initially be available through TikTok Shop from November 2, followed by a rollout at select retailers later this year. Mars plans to expand the product nationally in the US in 2027.
“Consumer-led innovation is at the heart of Mars Snacking, and the true magic of SKITTLES lies in delivering the unexpected,” said Ro Cheng, Vice President of Marketing, Mars Snacking North America.
The launch reflects a broader shift in the confectionery category towards products that offer more than a traditional taste experience. Brands are increasingly experimenting with combinations of soft, crunchy, chewy, sour and fizzy textures to create more distinctive products.
Skittles has already been expanding beyond its traditional hard-coated candy format. Its portfolio has added products such as Skittles Gummies and Skittles Pod’d, a freeze-dried version designed around a different eating experience.
Gummy Crystals takes that experimentation a step further by combining two contrasting textures in a single piece — a soft gummy interior and a crunchy exterior.
The strategy mirrors developments elsewhere in the confectionery market, particularly the success of products built around contrasting textures.
One of the most prominent examples is Nerds Juicy Gummy Clusters, launched in 2020. The product combines a soft, juicy gummy centre with the familiar crunchy Nerds candy coating.
Ferrero, which owns Nerds, said last year that the brand was on track to generate $900 million in sales in 2025, compared with around $50 million when Ferrero acquired the confectionery business from Nestlé in 2018.
The success of such products has encouraged confectionery companies to explore texture as a key element of product differentiation, alongside flavour, shape and format.
For Skittles, Gummy Crystals adds another dimension to the brand’s long-running strategy of introducing unconventional formats while retaining its fruit-flavour identity. The product also reflects how confectionery makers are responding to consumers’ growing interest in novelty and multi-sensory eating experiences.