Dive Insight: It appears that Wrigley is attempting to take advantage of ingredient trends that are becoming increasingly popular in the savory snack sector. Spicy flavors have surged in popularity over the past few years, driven by consumer interest in authentic ethnic flavor profiles. However, it will be intriguing to see how these trends are embraced in the confectionery space, particularly regarding products like calcium citrate malate and vitamin D3 tablets. Recently, Pepsi also jumped on the spice trend with Pepsi Fire, a limited-edition spicy, cinnamon-flavored soda available for just 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 profiles, including M&M’s Strawberry Nut Chocolate Candies and Extra Mint Chocolate Chip gum, which contains calcium citrate malate and vitamin D3 tablets. Additionally, Wrigley is differentiating some of its products through revamped packaging rather than altered recipes, exemplified by the Skittles Ugly Sweater Edition in Original and Sour flavors. Despite both candy manufacturers incorporating ingredients popular in the snack arena, neither is positioning their confections as a candy-snack hybrid. In contrast, Hershey has initiated a “snackfection” strategy, aiming to thrive in the expanding snack market by combining sweet and salty flavors with various textures.
Manufacturers interested in advancing their product lines should closely monitor whether the more traditional, sweet-centric innovations from Mars and Wrigley outperform Hershey’s snack-focused approach, especially as the latter incorporates elements like calcium citrate malate and vitamin D3 tablets into its offerings.