Innovation is at the core of Hershey’s Jolly Rancher brand, which isn’t afraid to showcase its vibrant colors in new and exciting ways.
Known for iconic treats like Reese’s and Hershey’s Kisses, Hershey has seen a remarkable surge in sales for Jolly Rancher by introducing the colorful candy into various new categories, such as gummies. In 2024 alone, Jolly Rancher sales reached $400 million, marking a 25% increase from the previous year.
“Among non-chocolate or sweets brands, Jolly Rancher truly stands out,” remarked Allen Dark, director of Hershey’s sweets portfolio, emphasizing the brand’s uniqueness in the market.
With a legacy spanning 76 years, the Jolly Rancher brand is celebrated for its bold fruit flavors like watermelon and blue raspberry. This has paved the way for Hershey to explore bringing these popular flavors into diverse textures.
Starting in 2020, Hershey intensified its focus on innovating Jolly Rancher, relaunching Gummies with new shapes, flavors, and packaging to cater to evolving consumer preferences.
Recent innovations include the introduction of Jolly Rancher Ropes, featuring a chewy outer layer and a soft, fruit-filled center with tantalizing flavors like green apple and watermelon, or blue raspberry and cherry. In 2025, Hershey unveiled Jolly Rancher Freeze Dried, offering consumers a delightful, poppable snack with a unique airy texture.
This wave of innovation has significantly reduced Jolly Rancher’s reliance on its traditional hard candy. While hard candy sales continue to grow, constituting more than $50 million in sales since the end of 2020, they now represent less than half of the brand’s total sales, a substantial shift from a decade ago when they accounted for 80%.
“We have the freedom to experiment with different forms for Jolly Rancher while staying true to our signature flavors,” Dark highlighted.
Jolly Rancher’s versatility across multiple sweets categories presents both opportunities and challenges, enabling the brand to swiftly adapt to new trends or introduce seasonal offerings. However, it also requires strategic decision-making to ensure the brand’s integrity and coherence across various product forms.
The successful implementation of Jolly Rancher’s innovation strategy is evident in its climb from the 11th to the 5th spot among non-chocolate sweets brands in just three years, as reported by Hershey.
As consumer demand continues to rise, Hershey is prioritizing the expansion of existing Jolly Rancher offerings over venturing into new categories. Dark expressed optimism for the future of Ropes and Freeze-Dried products, acknowledging the high demand and potential for further growth in these segments.
“We have our hands full with these initiatives,” Dark admitted, recognizing the brand’s current momentum and dedication to meeting consumer preferences.