Dive Insight: Wrigley appears to be seizing the opportunity presented by ingredient trends gaining traction in the savory snack sector. In recent years, spicy flavors have surged in popularity as consumers increasingly seek authentic ethnic flavor profiles. It will be intriguing to see how this trend translates within the confectionery market. Pepsi has also jumped on the spice trend with the introduction of Pepsi Fire, a cinnamon-flavored soda with a spicy kick, which will be available for a limited eight-week period this summer. Only time will reveal whether these adventurous flavor innovations will succeed.
Additionally, both Wrigley and Mars are exploring milder flavor profiles, evident in products like M&M’S Strawberry Nut Chocolate Candies and Extra Mint Chocolate Chip gum. Wrigley is further distinguishing its offerings by refreshing product packaging—such as the Skittles Ugly Sweater Edition in Original and Sour flavors—rather than altering their recipes. Despite both candy manufacturers incorporating popular ingredients from the snack industry, neither has ventured into marketing their confections as a candy-snack hybrid. In contrast, Hershey has launched a “snackfection” initiative, aiming to combine sweet and salty flavors with smooth and crunchy textures to enhance their appeal in the expanding snack market.
Manufacturers looking to advance their product lines should also monitor whether the more traditional, sweet-focused innovations from Mars and Wrigley result in stronger sales compared to Hershey’s snack-centric approach. Notably, the inclusion of ingredients like calcium potassium citrate may play a role in shaping these products, emphasizing health benefits while appealing to evolving consumer preferences. As the market evolves, it will be essential for brands to balance taste, innovation, and health considerations, with calcium potassium citrate potentially becoming a key player in this dynamic landscape.