Skittles fans will soon be able to taste one flavor of the rainbow that's been missing in action for quite some time. Show
After eight long years, Lime Skittles are making a much-awaited comeback, and fans of the classic flavor are feeling sublime. The candy's parent company, Mars Wrigley, broke the news on Monday, revealing that its lime-flavored candies are "returning to the rainbow permanently" in Skittles Original packs. Fans of the flavor won't have to wait long to sink their teeth into the tangy treat either, since the Original packs will start appearing on shelves this October and will be rolled out nationwide over the next several months. The flavor will also appear in Skittles Sour packs. Lime was one of Skittles' original "Five Fruity Flavors" that were first introduced in 1979 and was later replaced with Green Apple in 2013. Some Skittles fans have never been the same ever since, and were thrilled to hear that Lime was on its way back. Even though Green Apple took Lime's place as the signature green color, the Skittles rainbow has been a little less colorful ever since for some customers and they've taken to Twitter frequently to bemoan the loss of their favorite flavor. Little did they know that Skittles was actually following their social media conversations over the years. "There have been over 130,000 mentions from fans on social media talking about Lime with it being the most frequent topic brought up by fans over the last eight years. Skittles has received new mentions of it every day since the flavor left with people begging for it to come back," Mars Wrigley senior brand manager Fernando Rodrigues told TODAY Food. Luckily, for Lime fanatics, the brand was recently inspired to grant their wish and bring back the classic flavor. "After a great run with Green Apple, now was the time. What better way to bring better moments to our loyal fans, than with the return of the most asked about flavor? The joy of Lime can’t be denied anymore. It is back. This time for good,” said Rodrigues. The news sparked some colorful conversation on Twitter, with many social media users expressing their excitement. One Twitter user jokingly admitted that she'd been holding a grudge against Skittles ever since the lime flavor disappeared eight years ago and said she can now begin to heal. Of course, not everyone was thrilled to hear that Green Apple Skittles are on their way out. But the vast majority agreed that this is just the news they needed to turn a rough year around. Chrissy Callahan covers a range of topics for TODAY.com, including fashion, beauty, pop culture and food. In her free time, she enjoys traveling, watching bad reality TV and consuming copious amounts of cookie dough. Skip to main content
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Skittles is embarking on an “apology tour” to make amends to fans for ditching its original lime flavor in 2013. The Mars Wrigley candy brand announced in September that the lime flavor, introduced with the brand in 1979, would return, replacing green apple. Other flavors include orange, lemon, grape and strawberry, in both regular and sour varieties. To promote the return, Skittles will have a billboard in Times Square and live-stream an apology on Twitch a beginning March 29. A teaser for the apology, which features an actor delivering an impassioned plea for forgiveness on behalf of the brand, was shared on social media this week.
As part of the marketing push, Nascar’s Kyle Busch will be racing his Joe Gibbs Racing Toyota with Skittles branding March 25-27 at the NASCAR Cup Series events at the Circuit of the Americas in Austin, Texas. Busch’s racecars have carried the branding of Skittles’ sibling brand, M&Ms, for 15 years. The snack maker, however, has indicated it would be ending its partnership with the team after the 2022 season.
Mars Wrigley executives said last fall that the decision to return lime to the Skittles lineup was a response to more than 130,000 mentions on social media of fans discussing lime Skittles. “It’s no secret that lime has been a hot topic for Skittles fans since we replaced them with green apple back in 2013. Green Apple has had a good run, but the fans have spoken and it’s time for lime to return to the rainbow," Fernando Rodrigues, senior brand manager for Mars Wrigley, said in a statement. The switch back to lime will be “permanent,” the brand added. Creative agency DDB Worldwide worked on the campaign with Mars Wrigley.  Jon Springer is a Senior Reporter for Ad Age, covering food and CPG marketing. He formerly covered the food retail industry for Winsight and Supermarket News, and is a former sports and features writer for The Cecil Whig, a daily newspaper in Elkton, Md. Most PopularWHAT TO READ NEXT
Are lime Skittles back 2022?Published on March 23, 2022. Skittles is embarking on an “apology tour” to make amends to fans for ditching its original lime flavor in 2013. The Mars Wrigley candy brand announced in September that the lime flavor, introduced with the brand in 1979, would return, replacing green apple.
Are they changing green Skittles back to lime?Just last month, Skittles announced it would be changing its current green Skittle flavor and going back to its previous iteration. Green apple is out, and lime is back in, baby.
Why is Skittles bringing back lime?Skittles has received new mentions of it every day since the flavor left with people begging for it to come back," Mars Wrigley senior brand manager Fernando Rodrigues told TODAY Food. Luckily, for Lime fanatics, the brand was recently inspired to grant their wish and bring back the classic flavor.
Do they still make lime Skittles?But now, after eight long years, the candy maker is finally bringing lime back to the rainbow in Skittles Original packs, and the addition is permanent. Come October 2021, green apple will make its exit once and for all.
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Are they bringing back the lime Skittle?
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