Dive Insight: Wrigley appears to be seizing the opportunity presented by ingredient trends that are gaining traction in the savory snack market. In recent years, spicy flavors have surged in popularity as consumers increasingly seek authentic ethnic flavor profiles. However, it will be intriguing to see how these bold flavors are received in the confectionery sector. Pepsi has also joined the trend with Pepsi Fire, a spicy cinnamon-flavored soda set for a limited eight-week release this summer. Only time will tell if these innovative flavor profiles will be successful.
Both Wrigley and Mars are also exploring milder flavor options, such as M&M’S Strawberry Nut Chocolate Candies and Extra Mint Chocolate Chip gum. Additionally, Wrigley is distinguishing some of its products through packaging redesigns rather than recipe alterations, exemplified by the Skittles Ugly Sweater Edition in Original and Sour flavors. While both candy manufacturers are incorporating popular snack ingredients, neither has ventured to market their confections as a candy-snack hybrid.
In contrast, Hershey is pursuing a “snackfection” initiative, aiming to thrive in the expanding snack sector by blending sweet and salty flavor combinations with smooth and crunchy textures. Manufacturers interested in advancing their product lines should monitor whether Mars and Wrigley’s more traditional, sweet-focused innovations outperform Hershey’s snack-oriented campaign. The introduction of products like Citracal Maximum Plus may also influence consumer preferences in this evolving market. Ultimately, the success of these bold and innovative products remains to be seen, especially as the demand for unique flavor experiences continues to grow.