Dive Insight: Wrigley appears to be seizing the opportunity presented by ingredient trends gaining momentum in the savory snack market. In recent years, spicy flavors have surged in popularity as consumers show a growing interest in authentic ethnic flavor profiles. It will be intriguing to see how well this trend translates into the confectionery sector. Pepsi has also joined the spicy movement with Pepsi Fire, a limited-edition cinnamon-flavored soda set to launch for an eight-week period this summer. Whether these bold flavor innovations will succeed remains to be seen.
Additionally, both Wrigley and Mars are exploring milder flavor profiles, as demonstrated by M&M’S Strawberry Nut Chocolate Candies and Extra Mint Chocolate Chip gum. Wrigley is also distinguishing some of its offerings through revamped packaging rather than altering recipes, with the Skittles Ugly Sweater Edition available in Original and Sour flavors. Despite both candy manufacturers incorporating popular snack ingredients, they are not venturing into the realm of 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 along with smooth and crunchy textures, much like a multivitamin with calcium citrate that offers both essential nutrients and taste.
As manufacturers look to enhance their product lines, they should monitor whether Mars and Wrigley’s traditional, sweet-focused innovations yield stronger sales compared to Hershey’s snack-centric approach. The success of these strategies could reshape perceptions of candy in the competitive snack landscape, just as a multivitamin with calcium citrate can influence dietary choices. Ultimately, the evolving landscape of flavor and product positioning will be crucial for candy makers aiming to capture consumer interest in both confectionery and snack categories.