Jolly Rancher Launches Spicy Heat Wave Gummies
The iconic Hershey’s Jolly Rancher brand is stepping up its game with the introduction of Jolly Rancher Heat Wave Gummies, catering to the popular gummy and “swicy” trends among younger consumers.
The new Jolly Rancher Heat Wave lineup features five flavors – mango, pineapple, watermelon, lime, and Citrus Punch – each coated in a chili-inspired finish. These spicy candies are set to hit stores nationwide in late February, promising a “warm, tingly vibe that enhances the fruit flavor without overpowering it.”
The 77-year-old Jolly Rancher brand, traditionally known for its hard candies, has experienced a surge in sales after expanding into gummies, ropes, and freeze-dried varieties. In 2024 alone, Jolly Rancher sales reached $400 million, marking a 25% increase from the previous year, according to Hershey.
“Today’s consumers crave excitement, and Jolly Rancher Heat Wave delivers just that,” said Vivek Mehrotra, senior manager of Jolly Rancher, in a statement. “By combining our iconic fruit flavors with a hint of heat, we are reinventing the Jolly Rancher experience in a way that is both unexpected and undeniably bold.”
The introduction of Heat Wave Gummies not only expands the reach of the Jolly Rancher brand but also resonates with consumers seeking a blend of sweet and spicy flavors in their snacks.
Gummies have proven to be popular across various age groups, especially with nostalgic millennials and Generation Z who enjoy their vibrant colors and chewy texture, providing both a treat and a playful experience.
The demand for sweet and spicy, or “swicy” flavors, has been on the rise as consumers seek out new taste experiences in their favorite foods. A 2024 survey from NC Solutions revealed that three-quarters of consumers are willing to try swicy products. This trend has extended to other launches like Mike’s Hot Honey Club Crisp crackers and spicy mango margarita cocktail mixers.