Hershey's Jolly Rancher brand is turning up the heat with its new Heat Wave Gummies, a blend of sweet and spicy flavors. To launch the treat, the brand and entertainment company VeeFriends have teamed up for a limited-edition “Heat Wave" Collector's Box, including exclusive comics, collectible surprises, and a first look at the candy.

Inspired by the rising global trend of spicy and sweet flavor combinations in candy and snacking, these gummies shake up traditional snacking with chili-coated fruit flavors and bold heat, Jolly Rancher says.

“Today’s consumers desire excitement, and Jolly Rancher Heat Wave delivers exactly that,” says Vivek Mehrotra, senior manager of Jolly Rancher. “By blending our iconic fruit flavors with a hint of heat, we’re reimagining the Jolly Rancher experience in a way that’s both unexpected and unmistakably bold."

Leveling up the heat with VeeFriends

Jolly Rancher is set to expand its reach beyond the candy aisle with VeeFriends, a global entertainment company dedicated to creating a better world through its character universe. The partnership introduces a first-look collector’s box featuring the VeeFriends characters Sweet Swan and Hot Shot Hornet. 

Each custom-designed box includes one bag of Jolly Rancher Heat Wave Gummies, one bag of classic Jolly Rancher Hard Candy, one bag of classic Jolly Rancher Gummies, and two collectible Super Stickers with the chance to collect a 1/1 Auto Super Sticker signed by VeeFriends creator, Gary Vaynerchuk. Consumers will also receive a limited-edition comic card signed by artist DJ Coffman. As a special bonus, collecting all four unique comics allows consumers to assemble a full-sized poster from the artwork on the back. The collector’s box will be available for $29.99 during a first-look Whatnot show on February 11 at 9:30 pm EST.

“Our live commerce shows are all about bringing the community together around the characters they love,” says Andy Krainak, president of VeeFriends. “We’re excited to use this platform to launch the first wave of Jolly Rancher Heat Wave Gummies. Between the custom packaging and featuring Sweet Swan and Hot Shot Hornet, we’ve built a unique experience for both our fans and Jolly Rancher lovers.” 

“Partnering with VeeFriends gives us an exciting opportunity to bring the bold personality of Jolly Rancher into a completely new category,” says Mehrotra. “By featuring Sweet Swan and Hot Shot Hornet in the first‑look collector’s box, we’re extending the Heat Wave experience beyond the candy aisle and tapping into a community that thrives on creativity, character, and culture.”

The Hershey Company is on the current Candy Industry “Global Top 100 Candy Companies” list. Click here to view the current “Global Top 100” rankings.