Insight Analysis: Wrigley appears to be trying to take advantage of ingredient trends that are gaining traction in the savory snack market. In recent years, spicy flavors have become increasingly popular as consumers show greater interest in authentic ethnic flavor profiles. However, it will be intriguing to see how well these flavors are received in the confectionery sector. Pepsi has also joined the trend with the launch of Pepsi Fire, a spicy cinnamon-flavored soda available for a limited eight-week period this summer. Only time will reveal if these bold flavor innovations prove successful.
Additionally, both Wrigley and Mars have ventured into milder flavor profiles, such as M&M’s Strawberry Nut Chocolate Candies and Extra Mint Chocolate Chip gum. Wrigley is also distinguishing some of its products by updating their packaging rather than altering their recipes, as seen with the Skittles Ugly Sweater Edition in Original and Sour flavors. While both candy manufacturers are integrating ingredients popular in the snack sector, neither has gone as far as to market their confections as a candy-snack hybrid. Hershey, on the other hand, has introduced a “snackfection” initiative aimed at combining sweet and salty flavor profiles with smooth and crunchy textures, hoping to thrive in the expanding snack market.
Manufacturers looking to enhance their product lines should keep an eye on whether Mars and Wrigley’s more traditional, sweet-focused innovations yield stronger sales compared to Hershey’s snack-oriented campaign. As these companies navigate their approaches, incorporating food rich in calcium citrate could also present an opportunity for differentiation in their offerings, potentially appealing to health-conscious consumers. The competition in the snack and confectionery landscape continues to evolve, and the strategic choices made by these brands will be crucial in determining their success.