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Starburst (candy)

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Official Starburst logo seen on all Starburst products.

Starburst (originally known as Opal Fruits) is the brand name of a cuboid-shaped, fruit-flavoured soft taffy candy manufactured by The Wrigley Company, a subsidiary of Mars, Incorporated. Starburst also exist as jellybeans (known as Joosters), lollipops, gummies, hard candy, candy canes, and lip gloss (the latter in a partnership with Lip Smackers(Chapstick)).

History

The UK 'Opal Fruits' limited edition branding.

The Starburst brand was introduced by Mars in 1960[1] as Opal Fruits. The four original flavours were strawberry, lemon, orange, and lime. In the 1970s Opal Fruits were well known for their advertising tag line "Opal Fruits! Made to make your mouth water. Fresh with the tang of citrus. Orange! Lemon! Lime! Strawberry!" Opal Fruits were introduced in the United States in 1967[1] as Starburst. Originally, Starburst came in the same flavours as Opal Fruits and the first variant, "Sunshine Flavors," later renamed "Tropical Opal Fruits", was released thereafter. In Europe, lemon and lime were combined to become "lemon and lime" and to make room for a blackcurrant flavour. The brand name 'Opal Fruits' was phased out in the UK, followed by Ireland in 1998 in order to standardize the product in a globalized marketplace, though some lament the loss of brand identity, leaving many people in the UK still referring to Starburst as Opal Fruits despite the name change. In 2008 the supermarket chain Asda revived the original Opal Fruits in the UK for a period of 12 weeks from 10 May 2008.[2] On 6 October 2008, Mars acquired Wrigley, and transferred Mars non-chocolate candy brands, including Starburst, to the Wrigley subsidiary.[3] In the US Starburst are manufactured in Waco, Texas.

The sweets typically found in the original flavour package.

The original flavours are now branded "Original Fruits", and Starburst now comes in several assortments: Limited Edition Retro Fruits, Tropical, Baja California, Sour, Strawberry Mix, and Berries & Creme. Among the additional flavours are kiwi, banana, plum, passion fruit, raspberry, strawberry-banana, mango, melon, tropical punch, green apple, blue raspberry, watermelon, mixed berries & cream, peaches & cream, orange cream, and strawberry & cream. Europe also has the "Sour" assortment, which includes apple, cherry, pineapple and raspberry, as well as Strawberry Mix. As of early 2010 it was decided that Strawberry was the most popular flavour in the United Kingdom.

Lime Starbursts made a comeback in 2007 as a limited-edition 'retro' flavour in packages of the 'Baja' version, while the range in the UK was further extended with a version named Starburst Choozers. These lozenge shaped chews have a liquid fruit juice center, and come packaged with the tag line "The chews that ooze". Each packet contains three flavours; orange & mango, raspberry & orange and pineapple & orange.

Starburst engaged in a marketing tie-in for the movie Pirates of the Caribbean: Dead Man's Chest by replacing Kiwi Banana and Tropical Punch with Royal Berry Punch.

The current slogan for Starburst in the U.S. is "It's A Juicy Contradiction"[4] and in the UK and Australia it is "Get your juices going!"

Some time after June of the summer of 2009, Starburst discontinued their Baja California flavor worldwide due to low sales.

Products

File:Starburst GummiBurst.JPG
A pack of Starburst GummiBurst.
  • Original Fruit Chews (cherry, lemon, strawberry, orange)
  • Starburst - "All Strawberry Pack"
  • Starburst - Strawberry Mix
  • Baja California Fruit Chews (discontinued) (limon, aztec punch, baja dragon fruit, strawberry watermelon)
  • Tropical Fruit Chews (strawberry banana, royal berry punch, mango melon, pina colada)
  • Sour Starburst (sour strawberry, sour green apple, sour tangerine, sour blue raspberry)
  • Berries & Crème Fruit chews (mixed berry & creme, strawberry & creme, blueberry & creme, raspberry & creme)
  • Fave Reds - (Cherry, Strawberry, Fruit Punch, Watermelon)
  • Summer Fun Fruits - (kiwi-banana, lemon limeade, cherry splash, & strawberry watermelon)
  • Joosters Jelly Beans
  • Starburst Gummibursts (Liquid Filled Gummies)
  • Sour and Sweet (Sweet blue raspberry and strawberry/sour green apple and watermelon)
  • Starburst Twisted Chews (Blueberry & Banana, Strawberry & Lime, Cherry & Lemon)
  • Starburst Smoothies (Strawberry & Banana, Stawberry & Blueberry & Yoghurt, Mango & Passionfruit).
  • Starburst Squirts (Similar to Gummiburst but has more flavors and is made for New Zealand and Australia only, as they do not sell Gummibursts in those countries).
  • Starburst Easter Chews (Wrapper shaped like Laffy Taffy, but inside the wrapper has original fruit chews.)

See also

References

  1. ^ a b Starburst.com: About
  2. ^ Mercer, Charles (2008-05-01). "Opal Fruits return to British playgrounds". The Daily Telegraph. Retrieved 2008-05-02.
  3. ^ http://pixbros.com/clients/wrigley/MarsWrigleyPressFeed/ Mars Wrigley Press Feed
  4. ^ http://www.wrigley.com/global/brands/starburst.aspx
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