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Hershey heats up confectionery market with Jolly Rancher ‘Heat Wave’ gummies
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Saturday, 14 February, 2026, 08 : 00 AM [IST]
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Our Bureau, Mumbai
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The Hershey Company is aggressively expanding its Jolly Rancher portfolio with the launch of "Heat Wave" Gummies, a product line specifically engineered to capture the "swicy" (sweet and spicy) flavor trend dominating Gen Z and millennial snack preferences. Scheduled for a nationwide rollout in late February 2026, the launch represents Hershey’s latest move to reposition the 77-year-old brand beyond its traditional hard-candy heritage.
Jolly Rancher Heat Wave Gummies feature five iconic fruit flavours—Mango, Pineapple, Watermelon, Lime, and Citrus Punch—each finished with a chili-inspired coating. According to the company, the spice level is designed to deliver a "warm, tingly vibe" that enhances the fruit flavour without overwhelming the consumer, mirroring the rising popularity of chili-coated fruit snacks across global markets.
The strategic importance of this launch is underscored by the brand’s recent performance. Jolly Rancher sales reached approximately $400 million in 2024, a 25% year-on-year increase driven largely by expansions into gummies, ropes, and freeze-dried formats. By entering the "swicy" segment, Hershey is capitalizing on multisensory trends; industry data shows a nearly 300% surge in interest for flavour profiles like Tajin, particularly among younger demographics who favour playful, bold textures.
To build cultural momentum, Hershey has partnered with the global entertainment and collectibles brand VeeFriends. The collaboration includes a limited-edition "Heat Wave" Collector’s Box—featuring characters like Sweet Swan and Hot Shot Hornet—which will debut via a live commerce event on the Whatnot platform. This digital-first go-to-market strategy highlights Hershey's intent to engage with fan communities and creators rather than relying solely on traditional retail shelf space.
As gummies continue to outpace other confectionery categories, the Heat Wave launch positions Jolly Rancher as a primary competitor in the innovation-led snack market. The product will be available in 6oz peg bags nationwide, marking a bold bet on the continued convergence of heat and sweetness in the global candy aisle.
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