For those seeking an exhilarating experience for their taste buds, Mtn Dew has introduced an extraordinary creation: Mtn Dew Hot Sauce. This limited-edition sauce boasts the same vibrant green hue as the beloved soda and is the result of a collaboration between the PepsiCo soda brand, Texas hot shop iBurn, and NBA star Joel Embiid. Made with habanero peppers, this sauce combines the citrusy flavor of Mtn Dew with a spicy kick. Mtn Dew leveraged the popularity of both the soda and the Cameroonian Philadelphia 76ers player on social media, engaging fans in polls on Twitter and Facebook to determine the flavor of the hot sauce. The winning flavor was Habanero, chosen over options like Peri-Peri, Fatalii, and Datil. “We tried countless flavors, spices, and peppers while developing the sauce. It was a wild experience!” said Embiid in a statement. “What made it even better was bringing DEW fans along for the journey. I think people will agree that this hot sauce is truly one of a kind.” The hot sauce will not be available in stores or online, with only 500 bottles produced. The brand plans to surprise super fans with these exclusive bottles and is keen to hear what they would pair the hot sauce with.
While the combination of soda and hot sauce may seem unconventional, Mtn Dew is well-suited for such a venture. Throughout its 80-year history, the iconic green soda has introduced over 30 different flavor variations in the United States, ranging from the dark, fruity Pitch Black to candy-flavored VooDew. In 2014, PepsiCo even experimented with an unusual flavor fusion called “Dewritos,” a Mtn Dew variant inspired by Doritos, although it never made it to market. (Interestingly, a Doritos chip flavored like Mtn Dew was launched in Australia earlier this year.) This new launch is likely to thrill enthusiasts of the beverage, which ranks as the fourth most popular carbonated soda in terms of sales, according to Brandirectory. Moreover, the hot sauce market is experiencing significant growth, projected to reach $1.55 billion in U.S. sales this year, as noted by Statista. The combination of these two popular products, along with the ultra-limited nature of the bottles, could make this hot sauce a sought-after item.
In another festive offering, Godiva is looking to add a bit of sparkle this holiday season with its edible glitter products. The chocolatier has unveiled its limited-edition Holiday Gift Collection, which includes classic chocolates and truffles, alongside a new Sparkle Collection. These shimmering chocolates, crafted with edible glitter, are filled with traditional winter flavors and come in three varieties: Milk Chocolate Almond Caramel, Dark Chocolate Hot Cocoa, and White Chocolate Raspberry. Chef Chocolatier Jean Apostolou designed these festive treats, drawing inspiration from the twinkling lights and ornaments of the holiday season. While Halloween has just passed, Godiva is already gearing up for the next holiday season, known for chocolate and candy purchases. Traditionally, chocolate makers see significant sales during this time, and many launch limited-edition products to attract consumers. Last year, over 90% of Americans expressed intent to gift or share chocolate and candy during the holidays. After a challenging pandemic year, consumers might be particularly eager to bring a little extra sparkle into their lives.
Godiva is not the only brand utilizing edible glitter to enhance their products. In recent years, edible glitter has made its way into a variety of foods, from bagels to pizza, as customers increasingly wish to share visually appealing food images on social media. Some brands have also found unique ways to add shimmer, such as Runamok Maple, which employs food-safe pearlescent mica to create its Sparkle Syrup.
As consumers spend more time at home and seek indulgent options, Quest Nutrition is positioning itself to help people achieve more with less. The maker of high-protein snacks has launched Quest Peanut Butter Cups, a healthier take on the classic chocolate and peanut butter combination that consumers crave. Each serving of two Peanut Butter Cups contains less than one gram of sugar, 11 grams of protein, and one gram of net carbs. “During these challenging times, people are looking to enjoy sweet treats without compromising their health goals,” said Linda Zink, Quest Nutrition’s chief marketing officer. “Our mission is to disrupt every food category with better-for-you alternatives.”
Nearly two-thirds of consumers are eager to cut down on sugar, according to data from the NPD Group, yet they still want to indulge. Brands offering delicious options with fewer unwanted ingredients are likely to capture significant market share. Last year, Quest was acquired by Simply Good Foods, the parent company of the Atkins brand, for $1 billion. This acquisition is expected to expand its footprint in the better-for-you snacking sector while broadening its product offerings. The introduction of peanut butter cups aligns with this objective.
However, the candy market is becoming increasingly competitive. Mars Wrigley introduced higher-protein versions of its Mars and Snickers bars last year, offering 40% and 30% less sugar, respectively. Mondelez launched its Cadbury Dairy Milk 30% Less Sugar product in the U.K. last summer, sweetened with soluble corn fiber. Similarly, Nestlé rolled out a lower-sugar chocolate bar called Milkybar Wowsomes in the U.K. and Ireland in March 2018, but it was discontinued earlier this year due to disappointing sales and distribution challenges.
With the rising interest in health-conscious options, products like Quest Peanut Butter Cups, along with the popularity of limited-edition items like Mtn Dew Hot Sauce and Godiva’s Sparkle Collection, may find a receptive audience. As consumers look for guilt-free indulgences, brands that can combine flavor with better nutrition, such as those containing spring valley calcium citrate, will likely stand out in the evolving market landscape.