Canadian confectioner Huer Foods knows its trends: it launched a peelable gummy last year, and this year went “swicy” with its collaboration with Frank’s RedHot.

The brand, turning the ripe old age of 40 this year, started with a simple but powerful idea: that candy should transform moments into memories, relates Molly Clinton, head of marketing.

Finding delight

“From the very beginning, the company was built on the belief that small moments of happiness matter,” says Clinton. “What started as a passion for crafting high-quality confections has grown into a brand rooted in joy, innovation, creativity, and connection. Nearly three decades later, that same spirit still guides everything we do.”

The brand began as a candy packager, specializing in private-label confections. Over the decades, the company established itself as a leader in the confectionery space, building a thriving business across Canada’s leading club, convenience, and grocery retailers, Clinton says. Huer became known for its unique gummy formats like Candy Cones, Camp Candy (which also includes licorices), Candy Cup, and Frosty.

Over the past three and a half years, the brand has evolved into one of the most innovative brands in the confectionery space, Clinton boasts.

“While gummy candy has surged in popularity recently, we’ve been leading in this category long before it became a trend,” she adds. “Rather than following the market, Huer has focused on innovation: developing distinctive products that truly delight consumers in unexpected ways.”

Since 2022, the company has introduced more than 300 new products. Standouts include:

• Sensible Sweets Low Sugar, reportedly with a soft texture
• Sweet ’N Spicy Chamoy, the first nationally available sweet-and-spicy seasoned candy in Canada and recipient of the 2024 CICC Award for Most Innovative Confection
• Hero Probiotic Candy, a 2025 launch featuring 1 billion CFU of BC3 probiotics per bag to support digestive wellness
• Peels, the brand’s peelable gummies made with real fruit juice, which recently added a watermelon variety to its lineup of mango and banana flavors. The confection features a peelable outer layer and soft, squishy center, mimicking the fun of peeling real fruit.

Courtesy of Huer Foods

The brand is also investing heavily in co-branded partnerships with brands that may be newer to the confectionery space, like Frank’s RedHot. Its Frank’s RedHot Spicy Gummy Bears were released in November 2025, and the collaboration came about after Huer reached out to brand owner McCormick & Co. to propose the idea.

Courtesy of Huer Foods

Huer had been closely tracking the growth of the swicy category. What stood out to the company was that this isn’t just a trend; it’s a distinct flavor space with a long runway for growth and the ability to bring entirely new consumers into the candy aisle, it says.

For the collaboration, the company worked closely with the McCormick R&D teams to develop a custom Frank’s RedHot seasoning blend designed specifically for its gummy candy. The goal was balance, delivering Frank’s RedHot flavor and heat while still letting the fruit flavors shine. The brand leaned into fruit profiles consumers naturally associate with heat, like chamoy- and chili-inspired flavors, and then layered in a few unexpected standouts, like cherry. For those new to the world of spicy candy, chamoy is a Mexican condiment made from pickled fruit, chiles, and a touch of sweetness.

Courtesy of Huer Foods

"Frank's RedHot has always been about bringing the perfect balance of flavor and heat," says Valda Coryat, VP of marketing at McCormick & Co. "We hit the 'sweet spot' and created a swicy candy with a kick that's sure to delight."

Clinton enthuses, “When we thought about taking swicy to the next level, partnering with Frank’s RedHot, the No. 1 hot sauce brand in the U.S., was a natural fit. Their flavor is iconic and instantly recognizable for consumers, and the brand brings unprecedented credibility when it comes to heat. It truly felt like a match made in heaven: Huer’s confection expertise paired with the most trusted name in spice.”

Taste-testing happened both in-house and with consumer feedback built into the process, and the product eventually had its U.S. launch at Albertsons, which reportedly sold eight times faster than the leading swicy gummy brand. The U.S. response was extremely encouraging, with early data that showed consumers are not only open to swicy candy—they’re actively seeking it out.

Courtesy of Huer Foods

“Our partnership with Frank’s RedHot, in stores now, has generated a strong consumer response and expanded our reach to retailers across Canada [and] the U.S., as well as online. It’s a great example of how bold, unexpected collaborations can unlock new audiences and energize the category,” Clinton adds. “Results like that reinforce our belief in bold, differentiated innovation and have us incredibly excited for what’s ahead.”

Courtesy of Huer Foods

Speaking of what’s ahead: this spring, Huer Foods will be launching a Cholula Chamoy Tropical Ring Mix in the U.S. The product, already launched in Canada, is currently available at huerfoods.com, amazon.ca, and Petro-Canada locations. In the States, it’s rolling out at Albertsons, and will be on Amazon soon.

The gummies are inspired by the hot sauce company’s legendary 100-year-old family recipe, and includes mango, watermelon, and pineapple flavors coated in a tangy chamoy-style seasoning.

“With more collaborations on the horizon, we’re continuing to push boundaries, combining bold flavor innovation with our commitment to fresh taste and exciting, differentiated offerings that keep consumers coming back for more,” Clinton promises.

Growth and standing out

Huer has experienced strong growth over the past few years by leaning fully into innovation. In 2025 alone, it launched more than 60 new products, spanning new flavors, formats, and brand collaborations.

Courtesy of Huer Foods

“We’re very bullish on our expansion plans, actively building relationships with new retail partners across North America,” explains Clinton. “Our ambition is to continue scaling thoughtfully while staying true to what makes Huer unique.”

She says that if you ask brands and retailers why they want to work with Huer, she believes they’d answer that the company is creative, collaborative, and moves fast.

“Without layers of complex corporate structure, we’re able to test ideas quickly, respond to trends in real time, and let genuine consumer affinity guide where we go next. That entrepreneurial agility combined with a passion for fun, flavor-forward innovation is what continues to fuel our growth,” Clinton relates.

Huer stands out from other confectioners because it thinks strategically about the future of confectionery: how flavors are evolving, how consumers want to experience food, and how it can infuse a little more happiness into everyday life. Its products adhere to these beliefs, too.

“That’s where our fearless approach to innovation comes in. We’re willing to take risks. Not every idea will be a home run, but meaningful change doesn’t happen by playing it safe. The candy aisle has looked the same for years; we’re here to shake it up. We’re bringing energy, color, creativity, and a sense of fun to the category,” Clinton enthuses.

What’s next

This year reportedly is shaping up to be a milestone one for Huer, which plans to go “all in” on its partnerships with Frank’s RedHot and Cholula. 

According to Clinton, the company also:

• Will have a major entertainment collaboration launching alongside a highly anticipated movie release (details are still under wraps).
• Continues to grow its footprint across North America, and this year it’s bringing Camp Candy to U.S. shelves, an assortment of colorful, chewy treats inspired by the carefree fun of summer camp. The product includes a vibrant mix of textures and bold, nostalgic flavors.
• Will introduce Super Mix, celebrated for its assortment of shapes and flavors. As one of its largest brands in Canada, Super Mix has built a loyal following by proving that candy should never be predictable. Now, Huer is excited to bring that same energy to the U.S., with a mission to make consumers’ candy bowls exceptional. The candy includes vibrant colors, playful textures, and bold flavors.

Additionally, in Canada, the brand is especially thrilled about two launches, she continues:

• Chocolette, now available at Sobeys, is the brand’s Parisian chocolatier–inspired gummy collection, featuring chocolatey-coated gummy bears and yogurt-covered strawberry swirls wrapped in a delicate, crisp, creamy shell. It’s an indulgent twist on gummy that might just be one of the best items in our portfolio, Clinton shares. 
• For the sour superfans who’ve been asking for more intensity, Huer Foods took note. This spring, it’s launching Super Mix Extreme Sour, dialed up to deliver a next-level sour experience.

This May marks another first for the company: it will debut its own booth at the Sweets & Snacks Expo in Las Vegas, relates Clinton. 

Courtesy of Huer Foods

“It’s a big moment for our team and a signal of how committed we are to expanding our presence across North America,” she says. “2024 was about laying a strong foundation to innovate, 2025 was about building momentum, and 2026 is about turning up the volume.”

Predicting the future

Five years from now, Huer sees itself operating at a much larger scale, but with the same entrepreneurial spirit that defines it today, Clinton shares.

From a sales perspective, its focus is on deepening its footprint across North America while continuing to expand into new markets and channels. The company believes there’s significant runway for growth, particularly as it strengthens national retail partnerships in both Canada and the U.S. and continues building brand recognition.

Courtesy of Huer Foods

From a marketing standpoint, Huer envisions evolving from a product-led innovator to a true brand builder. That means investing more intentionally in storytelling, digital engagement, and cultural collaborations that connect with consumers in meaningful ways.

“We want our brands to live beyond the shelf, showing up in people’s everyday lives as a meaningful addition to their experiences,” Clinton notes.

This would require building the infrastructure, systems, and partnerships necessary to support increased demand, while maintaining the speed and flexibility that gives Huer its edge.

“That includes expanding manufacturing capabilities, optimizing its supply chain, and continuing to attract top talent who thrive in a fast-moving, creative environment,” Clinton adds. “Ultimately, in five years we see Huer as the category-defining confectionery company—larger, louder, and more influential, but still fearless, still nimble, and still focused on bringing joy to more people every day.”