Starburst to launch crowdsourced brand

Starburst is launching a new brand exclusively in Asda after partnering with the supermarket to crowdsource a new product based on what consumers want.

starburst

Asda asked customers to choose their favourite red Starburst flavours as part of an in-store sampling activity earlier this year. The most popular flavours, such as watermelon, cherry and the strawberry, have been chosen to create the new Starburst FaveReds brand.

They will also be available in Starburst’s family friendly sharing size packs, which will be on promotion in Asda stores this week.

As part of the activity earlier this year, Asda also invited customers to share “red” moments in an online competition to win a selection of ‘red’ prizes such as a holiday to the Red Sea or a Red Letter Day experience.

The winning stories will now be shared in-store via Asda Radio and included in a national PR campaign.

Customers that took part in the sampling and selection also have the chance to win a year’s supply of the winning flavour.

Asda’s confectionary buyer, Rob Benyon, says: “This campaign proved to be a great example of how we are working closely with our customers to ensure our continued lead in the market.

The partnership with Wrigley’s underlines our commitment to provide our customers with the product they want, in the format they want and the price they expect from Asda.”

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