Hershey’s Jolly Rancher brand is turning up the heat with Jolly Rancher Heat Wave Gummies, allowing the fast-growing candy brand to tap into the gummy and “swicy” trends popular with younger consumers.
The Jolly Rancher Heat Wave lineup includes five flavors — mango, pineapple, watermelon, lime and Citrus Punch — each coated in a chili-inspired finish. The candies will launch nationwide in late February, and the spice level is described as having "a warm, tingly vibe that elevates the fruit flavor without overpowering it."
The 77-year-old Jolly Rancher brand, best known for hard candies, has seen sales soar after Hershey brought the colorful candies into new categories, such as gummies, ropes and freeze-dried. Jolly Rancher sales alone totaled $400 million in 2024, up 25% from the prior year, according to Hershey.
“Today's consumers desire excitement, and Jolly Rancher Heat Wave delivers exactly that," Vivek Mehrotra, senior manager of Jolly Rancher, said in a statement. "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."
The Heat Wave Gummies enable Hershey to not only expand the reach of the Jolly Rancher brand, but also better resonate with consumers who are seeking out gummies and flavors that merge sweet and spicy.
Gummies have proven attractive to a wide variety of ages, particularly nostalgic millennials who grew up with gummy worms or bears as kids. They’ve also resonated with Generation Z and other younger consumers because gummies are brightly colored and squishy, providing a food for them to play with and eat.
Demand for sweet and spicy, or swicy, has also soared in recent years as shoppers look for new flavors in many of their favorite foods.
A 2024 survey from NC Solutions found three quarters of consumers said they would be willing to try a swicy product. Sweet and spicy flavors have made their way into other new launches, including Mike’s Hot Honey Club Crisp crackers and spicy mango margarita cocktail mixers.
