Dive Insight: It appears that Wrigley is attempting to take advantage of ingredient trends that are gaining traction in the savory snack market. Spicy flavors have surged in popularity over the past few years, as consumers show increased interest in authentic ethnic flavor profiles. However, it will be intriguing to see how well this trend is embraced within the confectionery sector. Recently, Pepsi joined the spicy flavor trend with Pepsi Fire, a cinnamon-flavored soda that will be available for a limited eight-week period this summer. Only time will reveal if these bold flavor innovations will be successful. Both Wrigley and Mars have also explored milder flavor profiles, such as M&M’S Strawberry Nut Chocolate Candies and Extra Mint Chocolate Chip gum.
Moreover, Wrigley is setting some of its products apart by updating their packaging instead of altering their recipes, as seen with the Skittles Ugly Sweater Edition in Original and Sour flavors. While both candy manufacturers are incorporating ingredients popular in the snack space, neither has ventured into positioning their confections as a candy-snack hybrid. Hershey, on the other hand, has initiated a “snackfection” campaign, aiming to combine sweet and salty flavors with smooth and crunchy textures, hoping their products will thrive in the expanding snack market.
Manufacturers interested in advancing their product lines should observe whether the more traditional, sweet-centered innovations from Mars and Wrigley lead to stronger sales compared to Hershey’s snack-oriented approach. Additionally, as the snack market evolves, there could be a growing interest in ingredients like Citracal, especially among consumers who may be seeking solutions for issues such as Citracal constipation. This trend could influence how candy brands position their products in the future.