Skittles decides to lime up and right the flavor rainbow
While that candied apple might tempt someone with a sweet tooth, Skittles has ended the green apple run. Bright, tangy flavors are back in the rainbow as lime makes its triumphant return. After too many years longing for that citrus flavor, lime is back where it should be.
For some candy fans, 2013 was not the best year. Unlike a poor wine vintage that can be righted with the next crop, green apple replacing lime in the candy rainbow took eight years of waiting for the favorite flavor to return. Luckily, all is right with the rainbow again. Lime has returned.
Lime fans have long voiced their opinion about the need to have lime back in the rainbow. There was even an all-lime package earlier this summer. Even though the rainbow is filled with colorful treats, it was time for the original flavors to shine again. Just like when the candy was launched in 1979, the original flavors of Orange, Lemon, Grape, Strawberry, and Lime, are back on store shelves.
As Fernando Rodrigues, Mars Wrigley Senior Brand Manager said, “It’s no secret that Lime has been a hot topic for SKITTLES fans since we replaced them with Green Apple back in 2013. Green Apple has had a good run, but the fans have spoken and it’s time for Lime to return to the rainbow. The joy of Lime can’t be denied anymore. It is back. This time for good.”
Over the years, the lime flavor was the most requested, talked about option. Whether lime just pairs better with the other fruits or people were confused about the green apple, there are many reasons why people wanted the original flavors to return. Even though an apple a day keeps the doctor away, this green apple never found its way into people’s routine.
Although it did take many years to make the change, the reality is that Skittles was listening. In many ways, that connection to the loyal consumer is vital for any and all brands. Even though food trends and statistics can make the bottom line look good, it is the connection with fans that makes the company successful.
Be on the lookout for those Skittles packages with the lime flavor back in the bag. The candy shelf has cleared up, the bright, happy lime is back in the rainbow.