In the ever-evolving confectionery industry, legacy brands are increasingly finding that the key to staying relevant is a willingness to experiment with bold, multisensory experiences. The Hershey Company is the latest to lean into this strategy, announcing the launch of Jolly Rancher Heat Wave Gummies. This new product line aims to capitalize on the “swicy” (sweet and spicy) phenomenon that has captivated younger consumers and transformed snack aisles across the country.
As first reported by Food Dive, the move marks a significant strategic pivot for the 77-year-old Jolly Rancher brand. Traditionally known for its long-lasting hard candies, Jolly Rancher has seen explosive growth in recent years by diversifying into softer formats, including ropes, freeze-dried options, and gummies. According to data shared by Hershey and cited by Food Dive, the Jolly Rancher brand alone reached approximately $400 million in sales in 2024, representing a 25% increase over the previous year.
The Rise of the ‘Swicy’ Consumer
The “swicy” trend—a portmanteau of sweet and spicy—is more than just a passing fad. It reflects a broader shift in consumer preferences toward complex, layered flavor profiles. While chili-coated fruits have long been a staple in Latin American and Asian confectionery markets, the profile is now hitting the American mainstream with full force.
Vivek Mehrotra, Senior Manager of Jolly Rancher, emphasized the brand’s intent to meet this demand for novelty. “Today’s consumers desire excitement, and Jolly Rancher Heat Wave delivers exactly that,” Mehrotra 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 lineup features five distinct flavors: Mango, Pineapple, Watermelon, Lime, and Citrus Punch. Each gummy is finished with a chili-inspired coating designed to provide what the company describes as a “warm, tingly vibe” that enhances the fruitiness without overwhelming the palate.
Gummy Growth: More Than Just Child’s Play
The decision to house this spicy innovation within the gummy category is no accident. Food Dive notes that the gummy sector has become a primary engine of growth for confection giants like Hershey, Mars Wrigley, and Ferrara. Unlike chocolate, which can be sensitive to temperature and supply chain fluctuations (such as the recent surge in cocoa prices), gummies offer a “nearly unlimited canvas for innovation.”
Gummies appeal to a wide demographic. For Millennials, they offer a sense of “permissible indulgence” and nostalgia, harkening back to childhood favorites like gummy worms. For Generation Z, the appeal lies in the sensory experience. The bright colors, squishy textures, and “playability” of gummies make them highly shareable on social media platforms like TikTok and Instagram.
By launching a spicy variant, Hershey is effectively “leveling up” the category. Food Dive highlights that a 2024 survey from NC Solutions found that three-quarters of consumers are willing to try “swicy” products. This willingness has already paved the way for products like Mike’s Hot Honey-flavored snacks and spicy mango cocktail mixers, making a spicy gummy the logical next step for a market leader.
Strategic Partnerships and Digital-First Marketing
To ensure the launch resonates with its target audience, Hershey is looking beyond traditional grocery aisles. The company has partnered with VeeFriends, a contemporary entertainment and collectibles brand founded by entrepreneur Gary Vaynerchuk.
This collaboration includes a limited-edition “Heat Wave” Collector’s Box, which debuted during a live commerce event on the resale platform Whatnot. The box features exclusive comic cards and stickers centered around characters like “Sweet Swan” and “Hot Shot Hornet.” By tapping into the “hype” culture of collectibles and live-streamed shopping, Hershey is positioning Jolly Rancher as a brand that lives at the intersection of “creativity, character, and culture.”
Looking Ahead
While some industry analysts remain cautious—questioning whether the gummy craze is a “true trend” or a “faddish” peak—Hershey’s financial commitments suggest they are betting on the former. The company has recently invested millions to expand its gummy production capacity, aiming for a 50% increase in output.
The Jolly Rancher Heat Wave Gummies are set to hit retail shelves nationwide in late February 2026. As shoppers look for ways to break the monotony of traditional snacking, Hershey’s “spicy” gamble may prove that the future of candy is not just sweet, but also a little bit hot. For a brand that built its reputation on hard-as-rock candies, this soft, spicy evolution is a clear signal that even the most iconic names in the pantry must be ready to turn up the heat to stay on top.
Sources: Food Dive
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