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Skittles and French's have teamed up to introduce a new mustard-flavored Skittle to celebrate National Mustard Day on August 5.
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The unique candies boast a tangy mustard flavor combined with Skittles' classic chewy texture and are colored in yellow.
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These mustard-flavored Skittles will not be available on store shelves; instead, they can be sampled at French's "Mustard Mobile" tour in three US cities.
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The collaboration is part of a marketing strategy to create buzz on social media and generate positive media coverage.
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Food brands frequently experiment with unconventional flavors to attract attention and boost sales temporarily.
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Skittles is known for its limited-edition flavors, typically sweet and sour, but they have also introduced artist-designed pride packages to support the LGBTQ+ community.
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French's has a history of holiday-themed stunts, such as selling a mustard-flavored donut and mustard-flavored ice cream in the past.
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The partnership between Skittles and French's is another creative endeavor to bring together unexpected flavors.
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Mars, the parent company of Skittles, aims to create moments of everyday happiness and unique experiences for its fans.
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McCormick & Company acquired French's from Reckitt Benckiser in 2017, expanding its portfolio and making French's the top-selling mustard brand in the US.