Candyland’s Changing Terrain
All Candy Expo reveals shift of niche consumers to the forefront.
The take on this
year’s All Candy Expo show floor — it’s not just your
grandfather’s candy aisle anymore. Nor your grandmother’s,
great aunt’s or great uncle’s. New candy consumers are not only
shaping the industry’s future, they are affecting the present.
What were once niche customer targets in confections
now spell big business for the marketplace. What
were some of the confectionery trends we spotted? Here’s a peek at
just a few of them.
Candy on the edge. The bar
keeps getting raised in “outrageous novelty” candy. Fresh
with a Fear Factor license, Brand New Products succeeds in its goal of
“super gross” selections — Gummy
Frog Legs (with crunchy candy bones and gooey
dipping sauce); Gross-Out Gummy Breakfast (candy liquefied liver protein
shake, duck egg and silkworm cereal); Slimy
Gummy Octopus (swimming in sour ooze); Test Tube Acid Bath (gooey gummy
worm in sour ooze); and the most outrageous of all —Crunchy Larva, which is 100
percent real bugs — in cheddar cheese and
Mexican Spice (thereby simultaneously addressing the ethnic trend) flavors.
Other “edgy” items include: Hot Lix Scorpion Suckers (edible
scorpions encased in a hard candy sucker of apple, banana, blueberry or
strawberry) from Barba, Becerra & Rogers Candy Company, and Harry Potter Bertie Bott’s Every Flavor Beans, now with two more flavors: rotten
egg and bacon, made by Jelly Belly Candy Co.
for Cap Candy.
Ethnic and exotic. Candy
speaks a universal language that is getting spicier in the United States
with the Rockaleta line from Sonric’s of Mexico and importer Sweet
Success Candy Co. It includes Rockaleta’s
Shok Pack of artificially flavored mango chewing
gum coated with chili; Rockaleta Lollipops with alternate layers of chili and artificially flavored
mango gum center; and Rockaleta Dark, a 19-ounce bag of lollipops with alternate chili layers and
a tamarind center.
Mainstream candy player Masterfoods has
incorporated a bit of ethnicity in its new Baja-flavored
Starbursts, with exotic-sounding flavors like
limon, baja dragon fruit, and Aztec punch.
The lows and the lights.
Russell Stover’s Whitman’s brand has worked in sync with a
powerful diet brand, Weight Watchers, to create a chocolate candy line that allows dieters to
easily incorporate candy in their lives using Weight Watchers’ famous
points system.
Hershey’s sugar-free chocolate products have been reformulated with a combination of sugar
substitutes to offer consumers “a richer, creamier taste and texture
for an improved candy sensation.” This applies to all products in the
line, including its two new varieties: Twizzlers
Strawberry Twists (bite-size pieces) and Reese’s White Peanut Butter Cup.
Fit and functional. Nutra-Trim Gum from GumRunners
LLC is enhanced with chromium, L-Carnitine, guarana and green tea extract
to increase metabolism and control appetite.