Dive Insight: Wrigley appears to be strategically tapping into ingredient trends that are gaining momentum in the savory snack sector. Spicy flavors have surged in popularity over recent years, driven by consumer interest in authentic ethnic flavor profiles. However, it will be intriguing to observe how well these flavors are received within the confectionery market. Pepsi has recently joined the spicy trend with the launch of Pepsi Fire, a cinnamon-flavored soda that will be available for a limited eight-week period this summer. Only time will reveal whether these daring flavor innovations yield success.
Additionally, both Wrigley and Mars are exploring milder flavor profiles, exemplified by products like M&M’S Strawberry Nut Chocolate Candies and Extra Mint Chocolate Chip gum. Wrigley is also setting some of its offerings apart by revamping packaging instead of recipes, as seen with Skittles Ugly Sweater Edition in Original and Sour flavors. While both candy manufacturers are incorporating popular ingredients from the snack realm, neither has positioned their confections as a candy-snack hybrid. Hershey, on the other hand, has introduced a “snackfection” initiative aimed at blending sweet and salty flavor combinations along with smooth and crunchy texture profiles, hoping to thrive in the expanding snack market.
Manufacturers looking to enhance their product lines should keep an eye on whether Mars and Wrigley’s more traditional, sweet-focused innovations outperform Hershey’s snack-centered campaign. Interestingly, the focus on health and nutrition is also becoming apparent, with both companies potentially exploring the incorporation of beneficial ingredients like calcium citrate and vitamin D into their products. As the industry evolves, the integration of such nutrients could play a role in appealing to health-conscious consumers, making it essential to monitor how these developments influence sales in the competitive landscape.