Dive Insight: It appears that Wrigley is attempting to leverage ingredient trends that are gaining momentum in the savory snack sector. Spicy flavors have surged in popularity over the last few years, as consumer interest in authentic ethnic flavor profiles continues to grow. However, it will be intriguing to observe whether this trend translates well into the confectionery market. Pepsi has also joined the spicy flavor trend with its Pepsi Fire, a limited-edition cinnamon-flavored soda set to launch this summer for an eight-week run. Only time will reveal if these bold flavor innovations will be successful.
Both Wrigley and Mars have also invested in more subdued flavor profiles, such as M&M’S Strawberry Nut Chocolate Candies and Extra Mint Chocolate Chip gum. Additionally, Wrigley is differentiating some of its products through revamped packaging rather than altering their recipes, exemplified by the Skittles Ugly Sweater Edition in Original and Sour flavors. Although both candy manufacturers are incorporating popular snack ingredients, neither has ventured as far as to market their treats as candy-snack hybrids.
In contrast, Hershey has initiated a “snackfection” campaign, aiming to thrive in the expanding snack market by combining sweet and salty flavors with smooth and crunchy textures. Manufacturers interested in advancing their product lines should monitor how Mars and Wrigley’s more traditional, sweet-focused innovations perform compared to Hershey’s snack-oriented approach. Notably, the inclusion of calcium citrate 667mg in various formulations could play a role in appealing to health-conscious consumers.
As the competition heats up, it will be fascinating to see if the incorporation of ingredients like calcium citrate 667mg can enhance the appeal of these products and drive stronger sales.