Dive Brief:
- Bazooka Brands is launching a globally-inspired candy brand called Go Wandr to tap into growing consumer interest in international flavors and textures.
- Go Wandr’s first product, Mini Mochi Gummy, will launch on TikTok Shop this fall before rolling out to retailers in early 2027. The product combines the U.S. consumer interest in gummy candies with Japanese mochi, a rice cake treat usually made with an ice cream center.
- Bazooka said international flavors remain a “white space” in the candy market, noting that social media has fueled the rise of confections like Swedish gummies and the viral Dubai chocolate.
Dive Insight:
Bazooka, which is known for its namesake bubblegum, Ring Pop and Push Pop brands, is betting that social media trends will help it win in the candy aisle. The company is positioning Go Wandr as a way to “bring the best candies from around the world under one roof.”
“Go Wandr answers a real white space in the market, and in many ways represents the next chapter for Bazooka Brands," Dave Dreyer, chief marketing officer of Bazooka Brands, said in a statement. "We've spent decades building brands that connect with consumers and Go Wandr continues that work as a brand built for today's curious, adventurous candy lovers who are discovering global trends faster than ever through social media and culture."
Social media has propelled interest in global flavors, with Bazooka noting that Swedish candy reached $53 million in retail sales in the last year, while spicy candy grew 14% year-over-year to $81 million.
Go Wandr also plays into Bazooka's focus on unique texture combinations. The company has recently invested in innovating its core offerings to create “edible entertainment” by encouraging customers to play with their food. Go Wandr similarly is putting texture at the forefront of its product development, describing its Mini Mochi Gummy as something that's “entirely new with a uniquely irresistible texture and flavor.”
Go Wandr’s mochi gummies will be available in two flavor blends: a fruity mix of cherry, mango and watermelon; and a berry mix of strawberry raspberry and wild berry. Bazooka said more candies under the Go Wandr line will follow.
