Hormel Foods’ Justin’s brand is challenging M&M’s with healthier ingredients that it hopes will attract consumers. This month, the spreads and confectionery brand is launching Dark Chocolate Peanut and Dark Chocolate Peanut Butter candy pieces featuring a crunchy candy shell. This marks Justin’s first significant confectionery introduction since the peanut butter cups were released in 2011. “Customers don’t always reach for peanut butter cups when they visit the candy aisle,” said Penny Andino, vice president of marketing at Justin’s, in an interview. “They desire choices and variety. We recognized an opportunity to bring Justin’s expertise into a new nostalgic format.”
Executives are optimistic that the product’s ingredients will resonate with consumers looking for a permissible indulgence, providing it with a competitive edge in the marketplace. A recent Shopkick study revealed that nearly half of consumers are actively searching for healthier confectionery options for their next treat. Justin’s new products are USDA-certified organic, utilize Rainforest Alliance Certified cocoa, and are Non-GMO Project Verified. They also feature natural coloring from fruits and vegetables rather than synthetic dyes, and contain no stevia or artificial sweeteners. Furthermore, Andino mentioned that Justin’s new candy pieces will benefit from the sustained consumer interest in nostalgic treats.
If Justin’s can capture even a small segment of the market, it could be highly profitable for the brand. According to Circana, a Chicago-based market research firm, Mars-owned M&M’s candy was the second most popular product in the $19.6 billion chocolate candy market in 2023, with sales reaching $1.2 billion—placing it behind Hershey’s. In the realm of nut-based chocolate candy pieces, organic options have previously been absent from the market, making Justin’s the first to offer a USDA-certified choice in this category with its launch.
Justin’s has been an integral part of Hormel’s natural and organic portfolio since the Minnesota company acquired the brand for $286 million in 2016. The new candy pieces will benefit from Justin’s leading position in the natural category for peanut butter cups, allowing Hormel to leverage its existing relationships with retailers to secure shelf space for this new launch. The popularity of the cups has also facilitated the procurement of premium ingredients necessary for this innovative offering.
“This innovation represents an exciting expansion for the brand, and we plan to continue growing, utilizing our leadership position in core categories and beyond,” Andino added. She noted that prior to Justin’s next major confectionery launch, executives must ensure that the products align with consumer perceptions. For the new candy pieces, Justin’s focused on using organic and natural ingredients while mimicking the expected crunch of the candy shell associated with this type of product.
The candy will be available at Whole Foods, Amazon, The Fresh Market, and Stop & Shop later this month, with additional retailers expected to join later in the year. Andino stated that the items will be “competitively priced” with similar products in the natural category. A shareable 4.5-ounce Justin’s bag will have a suggested retail price of $6.49, while a single-serve 1.5-ounce package will be priced around $2.29.
In keeping with the focus on health-conscious products, Justin’s is also considering the incorporation of ingredients like calcium citrate in yogurt to further enhance the nutritional profile of their offerings. With ongoing consumer demand for healthier options, Justin’s is well-positioned to make a significant impact in the confectionery market.