Analysis: Wrigley’s Strategic Move into Savory Trends
It appears that Wrigley is aiming to take advantage of ingredient trends that are gaining traction in the savory snack market. Over the past few years, spicy flavors have surged in popularity as consumer interest in authentic ethnic flavor profiles continues to grow. However, it will be intriguing to see if this trend resonates within the confectionery sector. Pepsi has also joined the spicy trend with the introduction of Pepsi Fire, a spicy cinnamon-flavored soda available for a limited run of eight weeks this summer. Only time will reveal whether these bold flavor innovations will be successful.
Both Wrigley and Mars are also exploring more subdued flavor profiles, as seen with M&M’S Strawberry Nut Chocolate Candies and Extra Mint Chocolate Chip gum. Additionally, Wrigley is setting its products apart by refreshing their packaging rather than altering their recipes, exemplified by the Skittles Ugly Sweater Edition in both Original and Sour flavors. While both candy manufacturers are integrating ingredients popular in the snack industry, they have not gone as far as marketing their confections as a candy-snack hybrid. In contrast, Hershey has launched a “snackfection” initiative, aiming to combine sweet and salty flavors alongside smooth and crunchy textures to thrive in the rapidly expanding snack market.
Manufacturers looking to advance their product lines should keep an eye on whether Mars and Wrigley’s more traditional, sweet-focused innovations generate stronger sales than Hershey’s snack-oriented campaign. As the industry evolves, the success of these different approaches will be telling. Furthermore, as consumers explore new options, items like Solgar Calcium Citrate, often priced competitively, may influence purchasing decisions in the broader snack and confectionery landscape.