There are some universal truths in life: the group chat never dies; the Wi-Fi drops at the worst moment… and opening a Chupa Chups is almost impossible to open. For decades the struggle has been real: twist, pull, twist and sometimes start over. It’s a familiar moment that’s sparked plenty of conversation online.

Now, after years of memes and mild frustration at the hands of a tiny wrapper, Chupa Chups has done something about it. The iconic lollipop brand has launched a brand-new Easier-To-Open wrapper, designed to get fans to the sweet stuff faster.

As part of the launch, Chupa Chups is inviting fans to put their skills to the test with the #ChupaSpeedChallenge - celebrating just how fast they can unwrap their lollipop and join the fun online. While Chupa Chups is one of the most recognisable sweets on the planet - with its iconic flower-shaped logo famously designed by Salvador Dalí - the experience is now smoother from the very first twist.

Carefully developed to improve the experience, the new design makes it quicker and simpler to enjoy Chupa Chups’ classic flavours, from Strawberry to Cola and Apple. And for Gen Z - who’ve been rediscovering nostalgic snacks across TikTok and social feeds - it means the legendary lollipop is officially entering its “struggle is over era.”

Commenting on the launch, Kim McMahon, Brand Manager for Chupa Chups said: “For decades we’ve seen people joking online about how hard Chupa Chups can be to open - and we’ve laughed along, because we’ve all been there…

“It might sound like a small change, but packaging is a huge part of how people experience a product. When you’re grabbing a sweet on the go - whether it’s on the school run, on the train or sharing one with friends - the new Easier-To-Open wrapper makes it quicker and simpler to enjoy what’s inside!”

ENDS

Notes to editors

The new Easier-To-Open packaging will roll out nationwide from March 2026.

About Perfetti Van Melle

Perfetti Van Melle is the world's second largest confectionery company. An Italian family-owned business formed over 120 years ago, it employs over 17,000 people, across 38 operating companies the world over. Perfetti Van Melle’s aim is to create innovative treats for a better future.

In the UK, Perfetti Van Melle is best-known for delicious confectionery brands including the exceptionally fresh, chewy sweet Mentos and Mentos Gum; family favourite Fruit-tella; the refreshing on-the-go mint Smint; and the world’s first lollipop, Chupa Chups.

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