Hershey Partners with Shaquille O’Neal to Launch Shaq-A-Licious XL Gummies
Hershey is teaming up with basketball legend Shaquille O’Neal to introduce Shaq-A-Licious XL Gummies, a new line of gummy candies.
Available in Original and Sour varieties, the Original gummies come in peach, berry punch, and orange flavors shaped like Shaq’s head. The Sour version features gummies shaped like Shaq’s nicknames – Diesel, The Big Cactus, and the Big Shamrock, with pineapple, mixed berry, and watermelon flavors.
The larger-than-life size of the gummies pays homage to Shaq’s playful personality and love for candy, as he calls himself the “biggest kid in the candy store.” The Shaq-A-Licious XL Gummies will be hitting major retailers this month.
“We’re excited to collaborate with Shaq, a candy enthusiast and cultural icon, to bring more excitement to our gummy products,” said Vivek Mehrotra, Hershey’s brand manager for sweets. “The gummy market is thriving, growing at almost double the rate of chocolate, providing us with a vibrant space for innovation and imagination.”
Hershey initially unveiled the Shaq gummies at the Consumer Analyst Group of New York event in February.
CEO Michele Buck highlighted the opportunity to connect with consumers, particularly young diverse audiences, through Shaq’s influence in the gummy segment.
The demand for gummies saw a surge during the pandemic, with consumers indulging in more snacks at home. This trend has continued, with the gummy candy market projected to reach $750 million by 2032, up from $495 million this year.
Hershey has made significant investments in expanding its gummy production capacity, expecting a 50% increase by 2024. This expansion allows for greater innovation, increased promotional activities, and a wider range of products available at retail locations.
In addition to the Shaq gummies, Hershey’s Jolly Rancher brand has introduced new offerings like Awesome Reds, a sour gummy mix, and Jolly Rancher Ropes in Green Apple & Watermelon and Blue Raspberry & Cherry flavors.
Gummies have become a popular platform for creativity among leading confectionery companies like Hershey, Mars Wrigley, and Ferrara. These treats are shareable and seen as a guilt-free indulgence by consumers, allowing companies to capitalize on well-known brands for new product extensions.
For instance, Jolly Rancher’s fruit-flavored hard candies have paved the way for their expansion into gummy varieties, showcasing the versatility and appeal of this beloved candy category.