Skittles ventures into uncharted territory with a surprising twist on their famous flavor profile. Partnering with French’s to celebrate National Mustard Day on August 5, the candy brand unveils its inaugural mustard-flavored skittle. This unique creation boasts a “tangy mustard flavor” fused with the classic chewy texture, all cloaked in a vivid yellow coating.
For the brave souls eager to sample this unconventional treat, the mustard skittle can only be savored at French’s “Mustard Mobile,” making stops in Atlanta on July 31, Washington on August 2, and New York on August 5. Enthusiasts can find exact times and locations on the dedicated website and also participate in an online sweepstakes for a chance to win a special package.
Known for their adventurous marketing tactics, food brands often roll out peculiar flavors in hopes of gaining traction on social media. These creative endeavors serve as a temporary boost to sales and often generate positive media buzz, even though they may not always appeal to everyone’s palate. Notable examples include last year’s hot-dog-flavored popsicles and Velveeta martinis.
Ro Cheng, Mars’ marketing director, underscores Skittles’ commitment to bringing moments of everyday happiness to their dedicated fan base. While the candy brand frequently unveils limited-edition flavors, they tend to lean towards the sweet and sour spectrum. Nevertheless, Skittles made a bold statement in 2020 by temporarily replacing their iconic rainbow packaging and colors to show support for the LGBTQ+ community through artist-designed pride packages.
For French’s, a subsidiary of McCormick & Company, the collaboration with Skittles marks another milestone in their holiday marketing endeavors. Past successful ventures include a mustard-flavored donut in New York and a yellow mustard-flavored ice cream, cleverly merging “two all-American classics, ice cream and mustard.”
In 2017, McCormick’s acquisition of French’s from Reckitt Benckiser (RBGLY) in a monumental $4 billion deal fortified their seasoning company’s portfolio. This strategic move propelled French’s to become the top-selling mustard brand in the United States, solidifying its position as a leading contender in the condiment market.