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Hershey launches Shaq-A-Licious XL Gummies as part of its partnership with basketball star Shaquille O'Neal.
Shaq-A-Licious XL Gummies come in Original and Sour varieties. The Original features peach, berry punch and orange flavors shaped like the legendary player’s head. The Sour version includes gummies shaped like Shaq’s legendary nicknames: Diesel, The Big Cactus and Big Shamrock. They also come in pineapple, mixed berry and watermelon flavors.
The extra-large size is a nod to the 15-time All-Star’s self-proclaimed “biggest kid in the candy store.” Shaq-A-Licious XL Gummies will be available at major retailers this month.
“We’re thrilled to be partnering with Shark, a candy lover and cultural icon, to bring more fun to our gummy products,” Vivek Mehrotra, Hershey’s brand manager for confections, told Food Dive. “The gummy market is booming and growing nearly twice as fast as chocolate, providing a dynamic space for innovation and creativity.”
Hershey was the first Shark jelly At the New York Consumer Insights Group meeting in Florida in February.
At the time, CEO Michele Buck said the offer presented “an opportunity to leverage the connection between our core target, young, diverse consumer, particularly in the gummy candy category, and the great players in basketball.”
As consumers snack more at home, the demand for jelly candies has skyrocketed during COVID-19. Its popularity has not diminished since then. According to data from Market Growth Report, the jelly candies market is expected to grow from $495 million this year to $750 million by 2032, at a CAGR of 6.4%.
Hershey has invested millions of dollars to expand its jelly production capacity, which is expected to increase by 50% by 2024. As a result, the food manufacturer now has the flexibility to innovate, invest more in promotions, and sell additional SKUs at retail.
Along with Shark Jelly, Hershey's Jolly Rancher brand introduced Awesome Reds earlier this year, a sour jelly mix in flavors like cherry, pomegranate, watermelon, and fruit punch. This month, they're releasing Jolly Rancher Ropes in two flavors: Green Apple & Watermelon and Blue Raspberry & Cherry.
Jelly candies have proven to be a popular platform for innovation among major confectionery companies, including Hershey, Mars Wrigley, and Ferrara. Jelly candies are shareable and are seen as a more acceptable indulgence for consumers.
Candy also allows companies to leverage the reputation of a well-known and recognizable brand. For example, Jolly Rancher is known for its fruit-flavored hard candy, and the company can expand that brand into new categories, such as gummies.
