Mars gives Skittles a crystal crunch as texture trend accelerates

Mars multisensory Skittles overview

• Mars launches Skittles Gummy Crystals with chewy and crunchy textures
• New product arrives in Original and Tropical Splash varieties
• Launch reflects growing consumer demand for multisensory confectionery experiences
• Texture innovation is becoming an important confectionery differentiation strategy
• Skittles expansion strengthens Mars’ presence across emerging gummy segments

Mars, Inc’s putting its most colourful brand at the centre of confectionery’s booming texture trend.

The industry heavyweight’s turning Skittles into a multisensory experience with the addition of “tangy, crunchy candy crystals”. An innovation it’s aptly named Skittles Gummy Crystals.

“Consumer-led innovation is at the heart of Mars Snacking, and the true magic of Skittles lies in delivering the unexpected,” says Ro Cheng, marketing vice president of Mars Snacking North America. “Skittles Gummy Crystals answers the growing demand for dynamic, multi-textured treats by pairing a soft gummy center with a crystal crunch – giving fans an entirely new way to experience the rainbow.”

Available in Original and Tropical Splash the new arrival joins brand extensions such as Skittles Gummies, Skittles Gummies Fuego, Skittles POP’d, and Skittles Littles.

Multisensory trend

The launch taps into one of confectionery’s biggest innovation trends – multisensory experiences.

While flavour remains a key sales driver, brands are increasingly turning to texture to create excitement and stand out in a crowded market.

Crunchy, chewy, fizzy, popping and layered textures are becoming a powerful route to differentiation, particularly among younger consumers seeking novelty and shareable snacking experiences.

For Mars, the move is a natural extension of Skittles’ long-standing focus on colour, flavour and playfulness. By introducing a combination of soft gummies and crunchy candy crystals, the multinational’s adding another sensory layer to a brand that’s built its identity around delivering fun and unexpected taste experiences, along with the unforgettable ‘Taste the Rainbow’ slogan.

Gummies drive growth

The launch also reflects the continued strength of the gummy category, one of confectionery’s most dynamic segments.

By combining Skittles’ established flavour appeal with a gummy format, Mars has the potential to broaden the brand’s reach, attracting new consumers and expanding into fast-growing snacking occasions.

And the American manufacturer’s far from alone in exploring texture-led innovation. Across the sector, brands are experimenting with multi-textured formats, from layered gummies to products combining crunch and chew in a single bite.

The growing focus on texture highlights how brands are seeking new ways to maintain consumer interest beyond flavour alone.

Brand extensions as a growth strategy

The strategy also underscores the growing importance of brand extensions as manufacturers look to maximise the value of established confectionery names. Rather than relying solely on new brand launches, companies are leveraging familiar brands to enter fast-growing categories and recruit new consumers.

As consumers continue to seek novelty and sensory excitement, texture is emerging as one of confectionery’s most powerful innovation tools. With Skittles Gummy Crystals, Mars is betting that the combination of chewy gummies and crunchy candy crystals can help keep one of its biggest brands relevant in an increasingly experience-driven confectionery market.