Dive Insight: It appears that Wrigley is aiming to take advantage of ingredient trends gaining traction in the savory snack sector. Spicy flavors have surged in popularity over the past few years, driven by consumers’ growing interest in authentic ethnic flavor profiles. However, it will be intriguing to observe whether these flavors resonate well within the confectionery market. Pepsi has also joined the spicy trend with the launch of Pepsi Fire, a cinnamon-flavored soda with a kick, set to be available for a limited eight-week period this summer. Only time will reveal if these daring flavor innovations yield success.
Both Wrigley and Mars have also ventured into milder flavor profiles, such as M&M’S Strawberry Nut Chocolate Candies and Extra Mint Chocolate Chip gum. Moreover, Wrigley is distinguishing some of its offerings by refreshing their packaging instead of altering their recipes, exemplified by the Skittles Ugly Sweater Edition in Original and Sour varieties. Although both candy manufacturers are incorporating popular ingredients from the snack industry, neither has taken the leap to market their confections as a candy-snack hybrid. In contrast, Hershey has introduced a “snackfection” initiative, aiming to capitalize on the combination of sweet and salty flavors along with smooth and crunchy textures, hoping their products will thrive in the expanding snack market.
Manufacturers eager to enhance their product lines should keep an eye on whether Mars and Wrigley’s more traditional, sweet-focused innovations will outperform Hershey’s snack-centric campaign. Additionally, as consumers increasingly seek out health-conscious options, the incorporation of ingredients like kal calcium could play a crucial role in the success of these products, particularly if they can appeal to the growing demand for nutritious snacks.