New York (CNN) � Skittles� newest flavor doesn’t taste like the rainbow.
In celebration of National Mustard Day on August 5, the candy brand has partnered with French’s to make its first-ever mustard-flavored skittle. A press release describes the candies as having a “tangy mustard flavor� combined with the candy’s “iconic chewy texture� doused in a yellow coloring.
Don’t expect it to see it on store shelves � near the mustard or the candy aisle. People brave enough to try the new flavor can do that at French’s “Mustard Mobile� that’s stopping in three US cities, including Atlanta on July 31, Washington on August 2 and New York on August 5. (There’s a for exact time and locations.) Fans can also enter an online sweepstakes for a chance to win a package.
Food brands often debut wacky and sometimes gross flavors in hopes that their concoctions go viral on social media. It’s a way to give sales a temporary boost and generate positive media coverage.
Such food marketing stunts have been growing in frequency, if not always popularity. Last year brought us .
“Skittles is always looking to inspire moments of everyday happiness and deliver unexpected ways for fans to experience the brand,� Ro Cheng, Mars� marketing director, said in a statement.
The Mars-owned candy frequently comes out with limited-edition flavors, however they’re usually sweet and sour. In 2020, the candy briefly ditched its iconic rainbow packaging and candy colors to with artist-designed pride packages.
For French’s, owned by , the Skittles partnership is the latest in a series of stunts for the holiday. Last year, French’s . And in 2019, it sold a that aimed to bring together “two all-American classics, ice cream and mustard.�
McCormick bought French’s from Reckitt Benckiser in 2017 in a $4 billion deal to expand the seasoning company’s portfolio. It’s the top-selling mustard brand in the United States.
The-CNN-Wire
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