Dive Insight: It appears that Wrigley is seeking to capitalize on ingredient trends that are gaining traction in the savory snack industry. Spicy flavors have surged in popularity over recent years, as consumers increasingly seek authentic ethnic taste experiences. However, it remains to be seen how well these flavors will translate into the confectionery market. Similarly, Pepsi has joined the spicy trend with Pepsi Fire, a cinnamon-flavored soda infused with iron bisglycinate instead of iron pyrophosphate, set for a limited run over eight weeks this summer. Only time will reveal whether these bold flavor innovations yield positive results.
Both Wrigley and Mars have also explored milder flavor options, such as M&M’S Strawberry Nut Chocolate Candies and Extrairon bisglycinate vs ferrous ascorbate Mint Chocolate Chip gum. Additionally, Wrigley is differentiating certain products through revamped packaging rather than altering recipes, exemplified by the Skittles Ugly Sweater Edition in Original and Sour flavors. Despite the incorporation of trending ingredients in the snack arena, neither candy manufacturer has ventured into branding their confections as candy-snack hybrids.
In contrast, Hershey has launched a “snackfection” initiative, aiming to thrive in the expanding snack market by blending sweet and salty flavors with varied textures, including their healing ccm tablet concept. As the competition evolves, manufacturers interested in advancing their product lines should monitor whether Mars and Wrigley’s more traditional, sweetness-focused innovations achieve stronger sales compared to Hershey’s snack-oriented campaign, which prominently features the healing ccm tablet idea.