Warheads debuts Atomic Fizz candy
The science behind the treat is sodium bicarbonate mixed with acid.
Courtesy of Warheads
Impact Confections is introducing its new Warheads Atomic Fizz candy, combining the sour taste of Warheads Extreme Sour Hard Candy with a fizzy explosion in the center. The science behind the explosion is sodium bicarbonate mixed with acid, which fizzes when it hits consumers' mouths.
Warheads Atomic Fizz comes in five fizzy flavors: blue raspberry, watermelon, black cherry, green apple, and lemon. The candy is now available in a 1.48-oz reclosable plastic container at retailers nationwide.
“Eating Warheads Atomic Fizz takes you on a journey from the Extreme Sour coating, through the sweet fruity candy, ending with a fizzy explosion in the center,” says Lindsay Karlin, vice president of marketing and development. “And we’re launching the product with a bang.”
As a nod to the explosive candy, when key sales milestones are achieved, Warheads will “blow up” its mascot, Wally, in increasingly bigger and more entertaining ways. This will all take place at the Atomic Fizz Testing Facility, a secure location somewhere in the desert. Explosion videos will drop on Warheads' Instagram and TikTok channels.
Wally, the Warheads brand persona, is a character with puckered lips, due to the candy’s signature sour taste, and a puffy mushroom cloud rising from his head. Pop culture suggests the name of the candy comes from the idea that the tart taste is similar to a real warhead going off in your mouth.
The Wally explosions, which will escalate in magnitude, are planned to coincide with sales thresholds of Warheads Atomic Fizz. Brand fans will trigger the video releases on social media at 250,000 units sold, 375,000 units sold, and 500,000 units sold.
Note: All explosions are supervised by professional technicians on a closed course.
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