Skittles surprises candy enthusiasts with a bold departure from their iconic rainbow flavor. Teaming up with French’s to celebrate National Mustard Day on August 5, the brand unveils its first-ever mustard-flavored skittle. Touted as a fusion of “tangy mustard flavor” and the candy’s beloved chewy texture, these yellow-coated candies promise a one-of-a-kind taste experience.
Don’t expect to find them on conventional store shelves, as the mustard skittle will only be available at French’s “Mustard Mobile” during its tour across three US cities: Atlanta, Washington, and New York. The exact locations and times can be found on the dedicated website, where fans can also enter an online sweepstakes for a chance to win a coveted package.
As with many food brands, Skittles aims to create a buzz on social media with their daring flavor experiment. These attention-grabbing marketing stunts offer a temporary sales boost and generate positive media coverage, though their appeal may not always be universal. Last year’s hot-dog-flavored popsicles and Velveeta martinis serve as prime examples of such quirky concoctions.
Ro Cheng, Mars’ marketing director, emphasizes Skittles’ commitment to bringing moments of everyday happiness to their devoted fan base. While the candy brand frequently releases limited-edition flavors, they often stick to sweet and sour varieties. However, in 2020, Skittles took a notable departure by temporarily replacing their iconic rainbow packaging and colors to support the LGBTQ+ community with artist-designed pride packages.
For French’s, owned by McCormick & Company, the partnership with Skittles adds to their holiday marketing legacy. In previous years, they captured attention with a mustard-flavored donut in New York and a yellow mustard-flavored ice cream that creatively combined “two all-American classics, ice cream and mustard.”
Back in 2017, McCormick’s acquisition of French’s from Reckitt Benckiser (RBGLY) for a significant $4 billion paved the way for expanding their seasoning company’s portfolio. French’s has since earned its place as the top-selling mustard brand in the United States, solidifying its position as a leading player in the condiment market.