Mars, Incorporated is extending the Skittles franchise into the fast-growing crunchy-gummy segment with Skittles Gummy Crystals, a two-variety line combining soft gummy centers with a coating of tangy edible crystals. The innovation lands in select retail doors before year-end, with a full national rollout — including convenience channel placement — planned for 2027.

The new SKUs arrive in Original (Strawberry, Lemon, Grape, Orange, Green Apple) and Tropical Splash (Fruit Punch, Pink Lemonade, Mango Melon, Pineapple, Watermelon). Both are designed to deliver what Mars describes as a multi-texture experience in a single bite — a format that has driven significant velocity gains across the broader candy aisle over the past two years.

The Channel Opportunity

For c-store candy buyers, the launch is worth tracking closely. The gummy segment is one of the strongest performers on the candy planogram, and texture innovation — from sour-coated bears to filled gummies — has consistently outpaced the broader non-chocolate soft-candy category in impulse-driven retail. A brand with Skittles' household penetration entering the crunchy-gummy format adds a credible incremental option for operators looking to refresh the candy set without taking a risk on an unproven name.

Ro Cheng, Marketing Vice President at Mars Snacking North America, framed the launch around consumer pull rather than brand push: "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."

Rollout Timeline

Mars is using a staged go-to-market. Starting Nov. 2, Skittles Gummy Crystals will be available exclusively through TikTok Shop as part of a limited bundle — a social-commerce tactic increasingly used to generate early trial data and user-generated content ahead of brick-and-mortar placement. Select retail distribution follows later in 2026, with national availability, including convenience, targeted for 2027.

The product joins a Skittles lineup that already includes original chewy Skittles, Skittles Gummies, Skittles Gummies Fuego, Skittles POP'd, and Skittles Littles — giving category managers multiple entry points across price tiers and pack sizes. For operators managing a tighter candy section, the staged rollout gives buyers time to evaluate early velocity data from mass and grocery before committing planogram space.

Mars, a $65 billion family-owned business following its integration of Kellanova, has the distribution infrastructure to support a rapid convenience push once national launch begins. C-store operators and category managers tracking confection trends should expect formal trade sell-in to ramp in early 2027.

Written by Michael Politz, Author of Guide to Restaurant Success: The Proven Process for Starting Any Restaurant Business From Scratch to Success (ISBN: 978-1-119-66896-1), Founder of Food & Beverage Magazine, the leading online magazine and resource in the industry. Designer of the Bluetooth logo and recognized in Entrepreneur Magazine's "Top 40 Under 40" for founding American Wholesale Floral, Politz is also the Co-founder of the Proof Awards and the CPG Awards and a partner in numerous consumer brands across the food and beverage sector.