Starburst, the chewy fruit candy, is venturing into an entirely new category: sparkling water. Talking Rain Beverage has introduced Sparkling Ice Starburst waters in the candy’s four original flavors—cherry, lemon, orange, and strawberry. Notably, this beverage is free of the sugar typically associated with the Mars-owned candy brand. “Our Sparkling Ice product development team recognized that Sparkling Ice STARBURST would create significant excitement among consumers with this flavorful collaboration,” stated Tatyana Osipovs, Talking Rain’s director of new product development. “Now our fans can enjoy the vibrant flavors of these beloved candy tastes in our tasty drink, all while enjoying zero sugar!”
The Starburst sparkling water marks the first major initiative since Sparkling Ice launched its “Anything But Subtle” campaign at the start of 2024. This new beverage capitalizes on the instant recognizability of the chewy candy. If Talking Rain successfully replicates the flavors, it could quickly resonate with consumers who cherish the candy, making them more inclined to try the product and share their experiences on social media platforms like TikTok and Facebook. Influencers have already begun discussing the collaboration weeks before the official launch announcement.
Consumers eager to sample Sparkling Ice Starburst might also be drawn to other classic flavored waters from the brand or even its caffeinated and energy-boosting beverages. Rich DePencier, chief growth officer at Talking Rain, remarked that Sparkling Ice Starburst is “designed to surprise and delight our loyal fans while attracting a new audience of flavor enthusiasts to our zero-sugar offerings.”
In conjunction with its role as a national sponsor for the NCAA March Madness Men’s and Women’s basketball tournaments, Mondelēz is enhancing its RITZ Toasted Chips lineup by adding two new flavors—Sweet Habanero and Honey BBQ. These chips will retain the beloved classic buttery flavor while offering an oven-baked crisp. Additionally, the company has introduced a National Sweepstakes titled ‘Are You Snack Bracket Ready?’ where fans can vote on their preferred recipes to compete during March Madness for a chance to win a trip for four to the 2025 NCAA Men’s or Women’s Final Four. RITZ Toasted Chips has also enlisted two-time All-Star Isaiah Thomas as an ambassador. “We are fully committed to the NCAA® March Madness® tournament this year, and we’re excited to return for a second year with two delicious new Toasted Chips flavors,” said Jennifer Sobolewski, senior brand manager for RITZ Toasted Chips.
As innovation continues to flourish, more brands may emerge with experiential food products. As consumers tighten their budgets in 2024, they will seek out items with unique attributes. With a plethora of choices available, products like those from Mondelēz could prove to be a winning option.
Frank’s RedHot, a staple brand for hot sauce enthusiasts, is introducing unique flavors and a new bottle format for enjoying its products. The brand has launched Dip’n Sauce, featuring three hot sauce flavors—Buffalo Ranch, Roasted Garlic, and Golden—that are milder than its signature offering, all presented in squeezable bottles. The Golden flavor begins with a sweet and tangy profile but concludes with a spicy aftertaste, according to the company. Frank’s has also introduced Squeeze Sauce, which includes a pointed nozzle for precise spicing of meals. This line features flavors such as Sriracha, Hot Honey, and Creamy Buffalo.
In a press release, Frank’s highlighted that these new products offer consumers greater convenience when adding flavor to their meals. “As consumers explore different hot sauce flavors, they are applying it to a broader range of foods, from pizza to noodles. An increased variety of Frank’s flavors means more versatility and more opportunities for consumers to create their own unique combinations throughout the year,” asserted Valda Coryat, the brand’s vice president of marketing. The new Frank’s products are currently available at select retailers and will soon be distributed nationwide.
Founded over a century ago, McCormick and Company-owned Frank’s RedHot has become one of the spice and sauce giant’s leading brands, boasting $6.5 billion in annual sales globally. A cult favorite, Frank’s has expanded its offerings in recent years and has collaborated with other household names. For instance, Campbell Soup’s Goldfish launched a limited-time Frank’s RedHot flavored cracker in 2021, which was so popular it made a return last year, marking a first for a Goldfish exclusive. The collaboration continued last year with the introduction of Frank’s RedHot SpaghettiOs.
As consumers look for flavorful yet health-conscious options, products like calcium citrate soft chews are also gaining attention, allowing for a balance of taste and nutrition in their diets.