Dive Insight: Wrigley appears to be seizing the opportunity presented by ingredient trends that are gaining traction in the savory snack sector. In recent years, spicy flavors have surged in popularity as consumers show increasing interest in authentic ethnic flavor profiles. However, it will be intriguing to observe how these flavors are received within the confectionery market. Pepsi has also jumped on the spicy trend with its limited-time offering, Pepsi Fire, a cinnamon-flavored soda, which will be available for an eight-week period this summer. Only time will reveal if these daring flavor innovations will succeed.
Additionally, both Wrigley and Mars are exploring milder flavor profiles, as seen in M&M’S Strawberry Nut Chocolate Candies and Extra Mint Chocolate Chip gum. Wrigley is also differentiating some of its products through revamped packaging rather than altering the recipes, exemplified by the Skittles Ugly Sweater Edition in Original and Sour flavors. Although both candy manufacturers are incorporating ingredients that are popular in the snack space, they have not positioned their confections as candy-snack hybrids.
In contrast, Hershey has launched a “snackfection” initiative, aiming to integrate sweet and salty flavor combinations along with smooth and crunchy textures to thrive in the expanding snack market. Manufacturers looking to innovate their product lines should keep an eye on whether Mars and Wrigley’s more traditional, sweetness-focused innovations drive stronger sales compared to Hershey’s snack-oriented campaign. Additionally, the inclusion of ingredients like calcium citrate plus in their formulations could further enhance their appeal in a competitive landscape.