Lifesavers Rolls Out New Flavors

POSTED: 10:47 a.m. EDT August 20, 2003

An American candy icon is getting a face-lift. The Life Savers five-flavor roll's familiar lineup is changing.

Gone will be lemon, lime and orange. In their place will be watermelon, raspberry and blackberry. Remaining in the lineup are pineapple and cherry.

The change comes in response to a Web-based promotion in which site visitors were asked to vote for their preferred flavors. According to the company, over 2 million votes were registered in the February-to-April voting period.

This is the first change to the five-flavor lineup since it rolled out in 1935. It comes in response to an overall slump in the sales of rolled hard candy. According to ACNielsen, sales are off 21 percent compared with last year.

The five-flavor roll is the flagship of the Life Savers line, which includes Gummies, Creme Savers and Kickerz along with other rolled flavor varieties.

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Lifesavers Rolls Out New Flavors

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