Katjes launches latest “Sheroes” plant-based gummy series

Confectionery brand Katjes has unveiled its latest plant-based gummy candy range for the US market, timed to coincide with International Women’s Day celebrations, writes Neill Barston.

The company launched its “Sheroes” at last week’s Natural Products Expo West, with its latest series designed in a variety of colours,  shaped like women firefighters, scientists, astronauts and words of encouragement like GRL PWR!

While US customers have gained as chance to sample its latest offering, the company’s European division will be once again returning to exhibit at this year’s ISM taking place next month, in Hall 10.2, stand F010/G029.

“The product celebrates trailblazing women everywhere,” says Eliza Jahn, Head of Marketing at Katjes USA. “It’s a sweet nod to the Sheroes we all know and admire: from our family members and colleagues, to women in the public eye, and even ourselves!”

The packaging references the first woman in space and the eye-catching pink bag features purple details symbolising International Women’s Day, which celebrates the future of gender equality every year on March 8.

As the company noted, its new line is made without animal gelatin, Sheroes gummies introduce a new flavoor profile: Peach, Lemon, Orange, Strawberry, and Raspberry with white and pink Cherry foam. They are the first Katjes gummies with layered foam in the US market. “We’re excited to add such a popular texture-mix to our portfolio,” says Sebastiano Magnano, Sales Director at Katjes USA.

“Soft foam meets chewy plant-based gummies – Sheroes has the potential to become our new bestseller.” Like all Katjes gummies in the US, Sheroes are made with plant- and algae-derived colors and contain no high-fructose corn syrup or palm oil.

Moreover, as the business noted, its new product is well-positioned to tap into a growing plant-based market, which is expected to reach $88 billion by 2029, according to a recent Data Bridge Market Research report. As Europe’s number one plant-based gummy brand, Katjes’ commitment to making high-quality, plant-based products sets it apart in a crowded, mostly still gelatin-based, gummy market.


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