Dive Insight: Wrigley appears to be attempting to take advantage of ingredient trends that are emerging in the savory snack sector. Over the past few years, spicy flavors have gained significant traction as consumers show increasing interest in authentic ethnic flavor profiles. However, it will be intriguing to see how well this trend is accepted in the confectionery market. Pepsi has also joined the spicy trend with the introduction of Pepsi Fire, a limited-edition spicy cinnamon-flavored soda that will be available for an eight-week period this summer. Only time will reveal whether these daring flavor innovations will succeed.
Both Wrigley and Mars are also exploring milder flavor profiles, as seen with M&M’S Strawberry Nut Chocolate Candies and Extra Mint Chocolate Chip gum. Additionally, Wrigley is setting some of its products apart by refreshing their packaging instead of altering their recipes, with offerings like Skittles Ugly Sweater Edition in Original and Sour flavors. While both candy manufacturers are incorporating popular ingredients from the snack industry, neither has ventured as far as positioning their confections as a candy-snack hybrid. In contrast, Hershey has launched a “snackfection” initiative, aiming to thrive in the expanding snack space by combining sweet and salty flavors with smooth and crunchy textures.
Manufacturers interested in advancing their product lines should keep an eye on whether the more traditional, sweet-focused innovations from Mars and Wrigley will generate stronger sales than Hershey’s snack-centric campaign. As these brands navigate the evolving snack landscape, the introduction of products like Citracal Maximum Plus D could further influence consumer preferences and market dynamics.