Opal Fruits set to make a further limited edition return in the wake of a wave of 90s nostalgia
UK confectionery fans are being treated to the return of a classic brand, as Mars Wrigley ushers in limited edition return for Opal Fruits in its original flavours, as it witnesses a wave of popularity for nostalgic 90s ranges, reports Neill Barston.
There was much debate sparked among consumers when the brand changed its name to Starburst in 1998 in a move that saw it aligned to other global markets, and it has remained popular in the intervening period.
But an affection for its former incarnation remained strong, prompting Mars to release its original strawberry, lemon, orange, and lime flavours, delivered in a 138g pouch format. Unlike previous time-limited editions, this is a WIGIG (When It’s Gone, It’s Gone) release, a fixed volume will be produced, and once it’s sold, it won’t be restocked.
The newly revived pouches will hit the shelves from May in Sainsbury’s, Morrisons, and Tesco nationwide across the UK.
As the company explained, the Opal Fruits series gained its original global launch in Britain, way back in 1960, and went on to become an iconic series for the company. Intriguingly, the original UK branding was not used in the US – for its American roll-out in 1967, it was initially known as M&M’s Fruit Chewies, though after just a year, a researcher linked to the business is reported to have come up with the name Starburst, which became the branding for its other global markets.
This year’s limited edition Opal Fruits pouch leverages nostalgia across food categories, evoking fond memories and flavours from that time, and follows successful limited edition runs in 2021 and 2024. The success of previous consumer runs has shown the consumer demand for the series.
Notably, Opal Fruits will launch alongside Mars Wrigley’s new Skittles Citrus launch and align with the growing popularity of fruity sweets over the summer, with the company presently busy Stateside in preparing for this year’s Sweets & Snacks Expo.
Florence McGivern, Skittles Senior Brand Manager commented: “Our new limited edition Opal Fruits SKU will be as iconic as it was in the 90’s, giving fans the chance to revisit the strawberry, lemon, orange and lime flavours from decades ago. The 90’s nostalgia trend continues to resonate strongly with consumers, and we are giving them the chance to reconnect with memories from that time. This limited edition follows successful runs in 2021 and 2024, and we are especially excited about this release as we continue to celebrate the rich heritage of an iconic brand.”
