Hershey seizes on Freeze dried Tik Tok confectionery sensation
The Hershey stand at Sweets & Snacks Expo. Pic: Neill Barston
Hershey has moved to capitalise on the TikTok social media phenomenon of freeze dried candy with the release of a special edition Jolly Rancher range in the fast-rising category, reports Neill Barston.
As Confectionery Production has previously observed, the emergence of the format has created considerable opportunities for manufacturers, with the segment market set to be worth up to $2.4 billion by 2030.
Indeed, #Freezedried received a total of 4.7 billion views on the TiKTok platform – which has hit the headlines in the US recently as the incoming Republican administration looked to ban the Chinese online app over data security concerns. However, it has since performed a u-turn on its position, to the relief of many social media influencers and businesses reliant on the platform a core marketing tool.
Consumers have clamoured for freeze dried ranges, with Hershey asserting research has shown that there is an unmet demand for unique flavor and texture experiences and Jolly Rancher is stepping in to bring its huge fruit flavours to the freeze dried craze.
Using cutting-edge freeze-drying tech, we’ve transformed our signature varieties—Green Apple, Blue Raspberry, and Watermelon—into light, ultra-crunchy bites that puff up in size and deliver a punch of flavour with every bite. This innovative process removes moisture while intensifying Jolly Rancher’s bold fruit flavours, creating an amplified burst of fruity intensity and the ultimate sensorial experience candy lovers won’t be able to resist.
“Jolly Rancher Freeze Dried isn’t just a new way to snack—it’s a total flavor revolution,” said Vivek Mehrotra, senior manager of equity & activation at Jolly Rancher. “It’s an entirely different way to experience Jolly Rancher—unexpected, playful, and, of course, impossibly fruity.”
‘Shaq-A-Licious surprises
Just ahead of this year’s Sweets & Snacks Expo, the company has also confirmed other key product development, including a tie-in with Shaquille O’Neal.
Following the reported success of Shaq-A-Licious XL Gummies, the brand has partnered with 7-Eleven, Inc. to create a new Shaq-A-Licious XL Sour Pineapple Slurpee drink. This has been Inspired by O’Neal’s fan-favourite Sour Pineapple flavoured gummy, this limited-edition Slurpee flavour is available at participating 7-Eleven, Speedway and Stripes stores.
Adding to the momentum of Shaq-A-Licious XL Gummies, which launched nationwide last September, the partnership with 7-Eleven continues to expand the Shaq-A-Licious experience. The gummies, known for their big size, bold flavors, and unique shapes, quickly became a hit. Given the popularity of the Sour Pineapple flavour in the XL Gummies, it was an easy decision to make it the star of the new Slurpee. Now, fans of all ages can enjoy this bold, tangy variety in a refreshing new way.
The Shaq-A-Licious XL gummies come in two varieties: Original, with gummies moulded after Shaq’s face in peach, berry punch, and orange flavours, and Sour, featuring playful shapes inspired by his legendary nicknames – Diesel, The Big Cactus, and The Big Shamrock in pineapple, mixed berry, and watermelon flavours.
