Starburst series axed in Australia amid supply chain price rises
Fans of Mars Wrigley’s popular Starburst lollies have taken to social media to call for a reversal of a decision by the company for removing the product range from shelves in Australia, writes Neill Barston.
Consumers took to TikTok to voice their concerns after shoppers noted the absence of the established fruit chews within the last week, with one post going viral in gaining 270,000 views and a total of more than 1,200 comments.
The decision from Mars Wrigley comes amid wider supply chain issues within Australia, including rising inflation costs linked to the Ukraine war, as well as other domestic issues such as flooding in New South Wales, that had impacted on the region.
Notably, the company has made significant investments in its Australian operations – last year confirming that it would deliver a reported $30 million into its Ballarat facility over two years, in a bid to ensure the delivery of core chocolate series.
In a statement, Mars Wrigley confirmed that its move to axe the Starburst range in Australia was permanent rather than a short-term marketing strategy. It said: “Our Starburst products are imported from Europe, and like many businesses that are importing products from overseas, the brand has been exposed to supply chain difficulties and rising cost pressures over the last two years. After reviewing all the options, we’ve made the difficult decision to discontinue the brand in Australia.”