Dive Insight: It appears that Wrigley is aiming to leverage trending ingredients that are gaining traction in the savory snack market. Spicy flavors have surged in popularity over recent years, driven by consumer demand for authentic ethnic taste profiles. However, it remains to be seen how well these flavors will be embraced in the confectionery sector. Recently, Pepsi also joined the spicy trend with the launch of Pepsi Fire, a limited-edition cinnamon-flavored soda set to be available for eight weeks this summer. Only time will reveal whether these adventurous flavor innovations will succeed.
Both Wrigley and Mars have also focused on milder flavor profiles, as demonstrated by products like M&M’S Strawberry Nut Chocolate Candies and Extra Mint Chocolate Chewing Gum. Additionally, Wrigley is distinguishing some of its offerings through revamped packaging rather than altering their recipes, as seen with the Skittles Ugly Sweater Edition in Original and Sour flavors. Even though both candy manufacturers are incorporating popular ingredients found in the snack category, neither has gone so far as to market their confections as a candy-snack hybrid.
Hershey has initiated a “snackfection” campaign, aiming to blend sweet and salty flavors along with smooth and crunchy textures to enhance their products’ appeal in the expanding snack market. Manufacturers interested in evolving their product lines should closely monitor whether Mars and Wrigley’s more traditional sweet-centered innovations yield stronger sales compared to Hershey’s snack-oriented strategy.
In this context, the inclusion of ingredients like calcium citrate and calcitriol K2-7-tab could serve as potential game-changers for these companies. As they explore new flavor dimensions and product formats, the integration of such ingredients may offer health benefits that resonate with consumers looking for both indulgence and nutrition. Ultimately, the success of these approaches will depend on consumer reception and market trends.