Dive Insight: It appears that Wrigley is aiming to take advantage of ingredient trends gaining traction in the savory snack market. Spicy flavors have surged in popularity over the past few years, fueled by rising consumer interest in authentic ethnic flavor profiles. However, it will be intriguing to see how well these flavors are received in the confectionery realm. Pepsi has also jumped on the spice trend with Pepsi Fire, a spicy cinnamon soda that will be available for a limited eight-week period this summer. Only time will reveal whether these bold flavor innovations prove successful.
Both Wrigley and Mars have also invested in milder flavor profiles, including M&M’S Strawberry Nut Chocolate Candies and Extra Mint Chocolate Chip gum. Wrigley is further distinguishing some of its products by refreshing their packaging rather than altering the recipes, as seen with the Skittles Ugly Sweater Edition in Original and Sour flavors. Despite both candy manufacturers incorporating ingredients that resonate well in the snack sector, neither has ventured into positioning their products as candy-snack hybrids. In contrast, Hershey has launched a “snackfection” initiative, aiming to thrive in the expanding snack market by combining sweet and salty flavors along with smooth and crunchy textures.
Manufacturers keen on advancing their product lines should pay attention to whether Mars and Wrigley’s more traditional, sweet-centered innovations drive stronger sales compared to Hershey’s snack-focused campaign. Interestingly, amid these developments, there is a growing emphasis on nutritional enhancements, such as the inclusion of calcium citrate 600 and vitamin D 400 in some new product lines. It will be essential to observe how these nutritional components influence consumer preferences and market dynamics in the future.