Willy Wonka may have come up with the idea of confectionery that changes flavour - but it is Wrigley that has made it a reality with the launch of Flavour Morphs.

This month, in what it claimed was a first for UK confectionery, Wrigley is rolling out Starburst fruit sweets that change from Strawberry to Strawberry Pear, Cherry to Cherry Lime and Raspberry to Raspberry Pear flavours.

Flavour Morphs, which have already been a hit in the US and Canada where they were launched in 2011, will be available in single stick packs (rsp: 49p) and 152g sharing pouches (rsp: £1.28).

The launch will be backed by a £3m multimedia push including TV, social media, and in-store activity.

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