Distributor confirms declining popularity and supply chain issues led to fruit chew’s local demise
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,” a spokesperson for the company said. “After reviewing all options, we’ve made the difficult decision to discontinue the brand in Australia from June 2022.”
A spokesperson for Mars-Wrigley confirmed to Guardian Australia that the brand’s discontinuation was a long-term business decision, and not a short-term viral marketing strategy.Sign up to receive the top stories from Guardian Australia every morning The decision to cease importing Starburst comes after a steady decline in popularity. Woolworths dropped the line from its range in 2015, followed by Coles in 2018.
The Mars-Wrigley statement continued: “As a proud Australian manufacturer for more than 60 years, we are taking this opportunity to prioritise and invest in the brands and products we make locally in Australia such as M&Ms®, Maltesers®, Skittles®, Snickers®, Extra® And Eclipse®.”, such as specialty sweets shops, may still stock the products.
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