By Gary Symons
TLL Editor in Chief
Beverage maker Fire Brands is releasing its newest innovation, a new drink featuring the flavor of Skittles.
The project is a collaboration with Fire Brands’ licensing partner Mars Wrigley, which owns the Skittles Brand. The top 10 licensing agency Brand Central, which represents Mars Wrigley, brokered the agreement.
Mars Wrigley, of course, is among the world’s largest food and beverage companies, with a thriving pet products business, and particularly known for huge selection of top brand chocolate and candies. The company earns revenues of around $45 billion annually.
Fire Brands is a company that develops, distributes, and markets innovative new beverages, some of which are produced under license. Fire Brands partnerships include Impact Confections on Warheads Soda and now Mars Wrigley on Skittles Drinks.
Developed to introduce one of Gen Z’s favorite candies as a refreshing soft drink, Skittles Drinks are non-carbonated and bursting with the fan-favorite flavors of Skittles.
“This is an exciting expansion of our beverage portfolio,” said Raz Inserra, Director of Marketing at Fire Brands. “At Fire Brands, we’re about flavor first. Each flavor has been carefully developed to taste like drinking a handful of Skittles.”
Skittles Drinks will be launching in small and large format retailers nationwide. The tasty innovation is available in a 14 ounce clear 100% recyclable PET bottle, and comes in four popular Skittles flavors: Original Skittles Drinks; Wild Berry Skittles Drinks, Tropical Skittles Drinks & Sour Skittles Drinks.
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