Skittles

Wrigley Company introduced Skittles to the United States in 1974 as a direct challenger to M&M's. The candy features a hard sugar shell stamped with a lowercase 's' that encases a chewy, fruit-flavored center. The original lineup offered five distinct flavors: strawberry, orange, lemon, green apple, and grape. This combination of tart and sweet notes quickly made the brand a staple on shelves across the country.

Mars Inc. acquired Wrigley in 2006, bringing Skittles under its global confectionery umbrella. The company has since expanded the portfolio significantly beyond the classic mix. New variations like Skittles Sours, Wild Berry, and the recent Gummies Fuego line demonstrate the brand's willingness to experiment with textures and intensity. In summer 2026, Mars launched MAHA-friendly versions free from artificial food dyes to meet changing consumer preferences for cleaner labels.

Marketing campaigns for Skittles often embrace surreal humor and vibrant visuals to match the product's colorful identity. A notable 2026 Super Bowl effort featured actor Elijah Wood and delivered a live commercial directly to a fan's front door via Gopuff. Other creative pushes included puppetry featuring jellyfish and the character Kangarooman to promote the gummy expansion. These strategies reinforce a playful persona that appeals to fans who enjoy the unpredictability of shaking out a bag. [edit]